As Connected TV (CTV) ads penetrate 32 million Indian households, the primary challenge that advertisers must face is personal experience versus privacy. As personalization increases engagement by 40%, growing concerns for privacy require new solutions.
Marketers are moving into first-party data and privacy-friendly approaches such as contextual advertising, which is GDPR and CCPA compliant. Transparency, consent from users, and safe data practices are necessary to establish trust while using AI for targeted ads.
The future of CTV is in the balance between personalization and privacy to ensure consumer trust and effective advertising.
Source: Adgully