Addressable TV and Consent Sequencing - Global Privacy Law Review View Addressable TV and Consent Sequencing by - Global Privacy Law Review Addressable TV and Consent Sequencing 1 1 Addressable TV creates a myriad of opportunities for the advertising industry by allowing advertisers to purchase audiences as opposed to traditional methods of buying based on programming. Despite the opportunities Addressable TV brings, its increasing popularity also raises concerns regarding the notion of ‘consent’. These concerns are based on compelling reasons stemming from the intrinsic nature of the Addressable TV technologies, mainly, targeting audience at the household level and delivering ads to different individuals (i.e. families – parents, children, etc.) sharing the same household. Accordingly, this practice calls for a thorough discussion, where the risks attached to the concept of ‘consent sequencing’ are carefully considered to ensure the protection of different stakeholders in the Addressable TV ecosystem. This article aims to address the practical challenges that are likely to appear in the near future with regards to data protection and privacy laws and concludes by making tangible suggestions not only to protect users, but also to help Addressable TV thrive even more in the future.
Global Privacy Law Review