Denver- The owners of the smartest TV operating system (OS) are now in advertising sales business. Software providers for budget and premium TVs are respecting their advertising skills, which requires their ability to collect user data. It is creating a “underlying struggle” within the industry, VP of content and programming in Samsung TV Plus said, Takashi Nakano said, Streamtav show Last week in Denver.

During a panel at the Conference of Strimitav Insider, “CTV OS Leader Roundable: From Drivers from Engagement and Content Strategy” from Drivers, Nakano accepted the anti -advertisers and smart TV users’ anti -advertisers and smart TV users, who are calling for appropriate amount of data for privacy.

Samsung’s executive said, “Do you want your data to be sold there and everyone knows what you are seeing … is not usually the answer.” “Nevertheless, advertisers want all of this data. They want to know what you have eaten for breakfast.”

Nakano also suggested that OSE owners are submerged with user data targeting smart TVs and other streaming hardware, such as user data that may not actually be useful or mandatory to collect:

I think the underlying struggle in the advertising ecosystem is so much data supply. … We are lucky for all that data, but we are also preferring, ‘Do we really want to give all this, and want to hand over it all?’ There is a constant struggle around him, right? So how do we create an ecosystem where we can serve advertisements that are very good? Perhaps this is not right …

Today, Connected TV (CTV) OSS is largely designed around collecting user data, but also makes ways to collect new types of information about the audience to distribute more relevant, impressive advertisements. For example, LG recently announced that its smart TV OS, webOS, would use a new AI model that informs Advertising placement based on audience’s feelings And personal belief.