SAN JUAN, PR – \u201cWhat we\u2019re seeing now is an acceleration towards standards based and IP enabled delivery, which is giving ad sellers and the TV industry a lot more flexibility around what they can do,\u201d notes Chris Curley, Partner Lead at Google<\/a>.\u00a0<\/span><\/p>\n But, he cautions, there’s still a lot of work to be done delivering a seamless and relevant user experience, one that can be measured in a way that ensures impressions aren’t being wasted on ads that are not actually relevant to the end user.\u00a0<\/span><\/p>\n \u201cAd sellers want the ability to make sure that the ads that they’re delivering and selling can be more meaningful to the end consumer,\u201d Curley says.\u00a0<\/span><\/p>\n \u201cWhether that means having an ad based upon a specific data point or based on what content the user is watching, the overall lens of addressability varies based upon who’s selling those ads and the data sets that they have, and how they apply those data sets to their business.\u201d<\/p>\n Privacy is another big issue that Google is paying attention to and Curley notes that while some marketers are very \u201cleaned in\u201d and understand the issues, there are still many who seek his company\u2019s guidance.\u00a0<\/span><\/p>\n \u201cWe feel that everyone needs to start participating in industry standards around privacy, so that as an industry and as an ecosystem, we are all moving together to deliver a compelling ad experience while protecting users privacy,\u201d he notes.<\/p>\n One final observation is that Curley sees the industry moving away from QAM, towards IP enabled devices and IP connections.\u00a0<\/span><\/p>\n \u201cI think you’re going to see the technology barriers start to break down, which means that we’re now free and open to make the sorts of meaningful business arrangements that will really help this industry move forward.\u201d<\/p>\n Curley was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.<\/em><\/p>\n