Castify.ai announced a partnership with consent management platform provider Usercentrics that aims to simplify the way customers provide data-sharing preferences within a connected TV (CTV) application.
Gal Turjeman, CEO of Castify.ai, said it is vital to create a comfortable space when users are prompted to share their personal information with content providers for the first time.
“Our goal is to design something fresh that is welcoming yet clear and transparent on how data will be processed, managed, and shared. With Usercentrics, we’ll allow streaming providers to attract major ad budgets by collecting legally compliant user consent to share personal data within a simple viewer experience,” Turjeman said.
Castify.ai provides an omnichannel content distribution and monetisation platform that allows video content owners to create their own branded OTT applications and linear channels.
The company noted that as the streaming media industry pivots from subscription-based models to offering ad-supported tiers, companies must collect user data in order to deliver target ads and performance insights. Depending on where they operate, they will need to follow local legal requirements and request viewer approval to collect and share their data.
Initially, Castify.ai and Usercentrics will gain first-party insights by developing a prototype of this feature and launching it within managed applications. Once complete, the feature will be licensed out to streaming services of all sizes to enable the growth of ad-supported viewing experiences.
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