"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.
Today’s column is written by Rob Aksman, chief strategy officer at BrightLine.
Unlike in the tech-inhibited world of pre-connected TV, CTV has the power to unlock precise measurement and targeting at scale.
In most US households today, TV content is consumed over IP, running through high powered devices, each with their own unique identifiers. And a cadre of technology companies, industry groups and open forums are more than capable of together delivering on the promise of data-driven TV.
But for all that promise, nothing has happened that’s meaningfully scalable.
The root of the problem is that four companies – Google, Roku, Apple and Amazon – control the fate of whether we free up the downstream value of CTV for brands. Moreover, they haven’t shown the incentive or desire to participate in the industry forums!
There is no shortage of opportunities for them to contribute. The content owners have tried to address the issue of measurement and targeting with numerous committees, initiatives, councils, and panels, put on by the IAB, independent trade groups, or standards groups. But the big four never seem to be in the room where the conversations happen (or the room where nothing happens as is the case).
These four companies power the devices where most CTV streaming takes place, and as the developer and owner of those operating systems and standards, the downstream destiny of so many others starts and ends with them.
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