While retailers understand the need to move towards increased first-party data collection and personalised shopper engagement, many remain concerned about building privacy-centric experiences that meet consumers’ growing demands for the responsible use of their data, the latest research from Wunderkind, the AI-driven performance marketing solution, warns.

As CTV is pulling in more advertising dollars and viewers than ever before, it's crucial for advertisers to ensure that they are optimizing their reach with the best-targeted data to represent audiences and outcomes, all while respecting data privacy laws and individual rights. What are the most significant challenges surrounding data identity and the privacy economy in today's CTV advertising ecosystem? How can content owners and platform providers supply advertisers with the user data that will maximize growth without violating personal privacy or privacy laws? And how might the idea of "TV" itself be redefined in an era when multiscreen use beyond the living room is so prevalent?

Timothy Morey and Allison Schoop, both of frog, on designing customer data systems that promote transparency and trust.