Inside Google's CTV pitch: A lot of AI and a push to avoid privacy...
Less than a week after delaying its plans to deprecate third-party cookies for the third time, Google took to the stage to hawk its video strengths to brands and agencies as part of the Interactive Advertising Bureau’s NewFronts. A key part of the company’s pitch: Connected TV (CTV) stands to be a more aboveboard model than digital, which is undergoing a painful transition away from old methods of ad targeting that have landed in the crosshairs of regulators and creeped out privacy-conscious consumers. Emergent tech like artificial intelligence (AI) was positioned as a means to enable a better path forward, but the notoriously insular walled garden also opened the door to deeper collaboration in the CTV arena.
Focus on Privacy in CTV
“Privacy may not be front and center in CTV conversations today, but trust me, that will change. We actually have an amazing opportunity to get this right from day one,” said Adam Stewart, vice president of consumer goods and entertainment at Google, during the NewFronts kickoff, which was livestreamed via YouTube. “Because CTV has never used third-party cookies, we can start fresh instead of recreating outdated techniques.”
Google used the presentation to promote its Display & Video 360 demand-side platform, with a focus on a partnership ecosystem that includes some of the biggest streaming players like Disney, Paramount, NBCUniversal, and Warner Bros. Discovery.
Artificial Intelligence and Streamlining
Simplicity and streamlining were two recurrent themes on the product announcement front. Google is introducing a feature called instant deals that allows media buyers using Display & Video 360 to broker custom deals with publishers while “skipping the complex negotiation process,” per a blog post. AI, which is driving strategy across Google’s ecosystem, also received a lot of discussion.
Industry Collaboration for Privacy
Even as Google trumpeted Display & Video 360 as a one-stop destination for video buyers, executives harped on the need for the industry to come together to avoid past privacy stumbles. Google’s effort to implement its replacement for cookies, called the Privacy Sandbox, has been met with pushback from regulators and trade groups. “We all know it’s imperative to continue to work together to navigate the signal loss like third-party cookies,” said Kristen O’Hara, vice president of agency, platforms, and client solutions at Google.
First-Party Identity Solution
To address privacy concerns, Google touted progress with a first-party identity solution centered on streaming called Publisher Advertiser Identity Reconciliation (PAIR). PAIR, which avoids the type of data pooling that tends to raise privacy alarms, has been adopted by NBCUniversal and data clean-room providers such as LiveRamp and InfoSum.
Google pushing an offering like PAIR to be open-source was seen as a positive move by some media watchers, though not necessarily an equalizer in a digital landscape that continues to advantage players with the deepest pockets.
Conclusion
In conclusion, Google's CTV pitch heavily focuses on the integration of AI, privacy concerns, and the importance of industry collaboration to navigate the evolving landscape of digital advertising. By emphasizing the significance of privacy in CTV and introducing innovative solutions like PAIR, Google aims to pave the way for a more transparent and trustworthy advertising ecosystem.
