Putting people first with connected TV
In today’s environment, privacy is top of mind for users, advertisers, and content providers—and connected TV is no exception. As people gain more control over what content they watch, they also want to be in control of how their data is used to inform the ads they see. It’s critical that the industry adopts user-first practices to help build a sustainable connected TV advertising ecosystem.
This is why we teamed up with the IAB Tech Lab’s OTT Technical Working Group to design shared industry guidelines for creating high-quality and privacy-safe connected TV advertising experiences. These guidelines formalize the Identifier for Advertising (IFA), which allows advertisers to reach audiences and measure their campaigns in a way that gives users more transparency and control than alternatives, such as solutions that use the IP address of a viewer’s device.
IFA was designed to protect user privacy. It gives users the ability to choose how their data is used. This means they can reset the ID associated with their data or fully opt out of experiences like interest-based advertising. They can also be assured that their choices will remain unchanged if they move their device to a new location.
Display & Video 360 now supports the IAB Tech Lab guidelines, allowing marketers to manage frequency, measure reach, and begin developing responsible audience segmentation strategies while protecting user privacy. We’re also adding support for these guidelines in our publisher platform, Google Ad Manager.