A television executive has asked Ofcom to review airtime trading and "investigate the control of audience data," reports The Guardian. In a Royal Television Society speech, David Abraham said that by 2020 about two-thirds of "TV audiovisual content" will be tracked, including TV, PC and mobile platforms. "I don't think the penny has dropped about who is controlling the data," Abraham said, adding, "Future ad sales models are unclear, but two things are certain--change is likely and data is becoming more important." Abraham also said if viewers allow Channel 4 to access and share "some of their anonymized data...we can invest the proceeds in original, risk-taking and imaginative content."
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