The ongoing legal dispute between TV analytics companies Samba TV and Alphonso regarding a behavioral targeting patent has significant privacy implications, Ad Exchanger reports. “This is such a new space and we are pushing the envelope, so we are aware that we need to do more,” said Alphonso CEO Ashish Chordia, speaking to the consternation targeted ads brew. “The last thing we want to do to consumers is scare them,” he added. It’s an issue that companies ought to address, privacy advocates argue. “If the relationship starts to feel adversarial with your things, if you’re looking at your TV kind of side-eyed and worry about what’s going on there, that could turn into a dangerous spiral,” said the Federal Trade Commission’s Justin Brookman at the IAPP’s recent Practical Privacy Series in Washington, D.C.
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