It used to be the other way around – TV had little ability to target viewers, while online channels could super-target users.

But, amid a turbulent period that limits digital’s capabilities, connected TV is poised to make a strong offering.

That is according to Chris LoRusso, Chief Business Officer, OpenAP, the outfit formed by US TV networks to better offer data-driven ad targeting capabilities.

Digital Advertising: A Landscape in Flux

In this video interview with Beet.TV, LoRusso points out that changes in the digital space are not just upcoming, but have been a consistent theme in advertising.

He cites the example of Apple’s iOS 14.5 update, which impacted the industry by reducing deterministic audience matching.

He also mentions the shift from IP V4 to V6 and the constant changes in the privacy landscape as other significant trends shaping digital advertising.

While the imminent cookie deprecation is a concern for many in the digital space, LoRusso sees this as less of a problem for TV advertising.

“TV’s in better shape foundationally because TV’s not cookie-based. TV relies more on legacy tactics or IP addresses,” he explains. He believes this could insulate the TV landscape from some of the upheavals caused by the cookie apocalypse.

However, he also acknowledges that data-driven video consumed in a browser window will face some challenges, and new identifiers and overall innovation will be necessary to replace the over-reliance on cookies.

Opportunities in Television

LoRusso is optimistic about the opportunities for TV in this new advertising environment. He notes that TV is becoming more signal-rich, contrasting with digital media’s signal loss.

This, coupled with currency innovation and the convergence around consistent audiences with signal across the board, presents new opportunities for TV and connected television.

Despite the rapid changes and complexity, LoRusso praises the TV industry’s adaptability. He cites the efforts of the Joint Industry Committee, including OpenAP, in standardizing new currency requirements and fostering interoperability.

LoRusso urges marketers to dive in and ask about access to data. He highlights the potential of clean rooms to provide real utility in a way that has not been possible before.

You are watching “Data and Identity-Driven Marketing in a Post-Signal World,” a Beet.TV Leadership Series presented by Experian. Please visit this page for more videos from this series.