CANNES — With GDPR, cookie deprecation and limits on mobile device identifiers, it has been a tumultuous couple of years for anyone trying to target digital advertising.

But more change is on its way.

In this video interview with Beet.TV, Jay Prasad, Chief strategy Officer, TV & Measurement, LiveRamp, explains why advertisers need to take note – and how they can respond.

Looming legislation

New US state privacy laws will kick-in from 2023:

  • The California Privacy Rights Act.
  • The Virginia Consumer Data Protection Act (VCDPA).
  • The Utah Consumer Privacy Act (UCPA).
  • The Connecticut Data Privacy Act (CTDPA).
  • The Colorado Privacy Act (CPA).

More could follow. For companies to reach compliance, the clock is ticking.

Data Clean Rooms: A Complete Guide

Ahead of the curve

“You want to be ahead of the curve on that,” Prasad warns. “You can’t just be handling, for example, IP address alone – that doesn’t qualify necessarily as privacy-safe.

“The same way that a lot of measurement relies on pixels today, pixels are also likely not to be supported in the next few years.”

But LiveRamp’s Prasad thinks he has a solution.

“You have to prepare by creating more first-party data,” he says, “and you have to be prepared to operate in these clean room and collaboration environments where exposure data, viewing data, sales data, customer data can all be used safely without anyone actually getting access to anyone else’s data.”

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Cleaning up

Data clean rooms that allow media buyers and sellers to match their consumer data without directly sharing it with each other are emerging as powerful tools in the advertising market.

LiveRamp’s own such tech is called Safe Haven.

Ideas like Safe Haven have emerged in the last couple of years as privacy legislation like GDPR and CCPA, as well as moves to reduce tracking by browser makers, have moved the advertiser focus from indiscriminate targeting toward real audience relationships.

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You are watching ‘The Advanced TV Industry Connects’, a Beet.TV Leadership Summit at Cannes Lions 2022, presented by DIRECTV Advertising.

For more videos from this series, please visit this page.

Beet.TV is an official partner of Cannes Lions.