An interview with Uroš Žižek, Head of Technology at Castoola


As the Addressable TV advertising marketplace continues to evolve and expand rapidly, the marketing industry’s understanding of how to use the new capabilities is only slowly getting up to speed.
This is why we decided to address the key topics of the complex TV advertising ecosystem and offer a series of interviews with our knowledgeable team. The series will feature valuable insights into the technology, advertising strategies and market challenges fueled by the fast-paced metamorphosis of the TV ecosystem.

In the first of the series, Uroš Žižek, Head of Technology, explains the challenges of effective targeting in the complex TV ecosystem. In addition, he addresses the gaps between TV and digital programmatic advertising, such as the latter’s capacity for individualised ad targeting. It comes as no surprise, in his opinion, that companies are looking into new technologies that enable more precise targeting, like Addressable TV, to close this gap.
He also points out that companies should be transparent about what data they are collecting and how it is being used, provide users with the ability to opt-out, and take steps to protect the security of data.


Can you explain the specifics of the complex TV ecosystem and how it affects the ability to target ads effectively?

The TV ecosystem is complex and involves a number of different players, including broadcasters, distributors, and content providers. It can be challenging to target ads effectively in this environment because of the many different platforms and technologies used to deliver content. Additionally, there are often limitations on the types of data that can be collected and used to target ads, which can make it difficult to create truly personalized experiences for viewers.
When embarking on a greenfield project, it’s always wise to proceed step-by-step, beginning with simpler yet value-adding components before gradually incorporating more advanced features.


What are the gaps between digital programmatic and TV advertising, and how can they be addressed?

One of the biggest gaps between digital programmatic advertising and TV advertising is the ability to target ads at an individual level. With programmatic advertising, it’s possible to target ads based on a wide range of data points in real-time, such as browsing history and location. TV advertising, on the other hand, has traditionally been more focused on reaching broad demographic segments. To address this gap, companies are exploring new technologies, such as Addressable TV, that allow for more precise targeting.
Despite everything, it seems that the gap between the TV ecosystem and digital programmatic advertising is becoming smaller, thanks to standardization at various levels.


What role does data play in targeted TV advertising, and how is it collected and used?

Data plays a crucial role, as it enables advertisers to deliver more relevant and personalized ads to viewers. Data can be collected through a variety of sources, namely set-top boxes and smart TVs, and can include information on viewing habits, preferences, and demographic information. This data is then used to create audience segments that advertisers can target with their ads, based on factors such as age, gender, and location.


How do you address privacy concerns when it comes to data processing?

Privacy is a top concern for viewers and publishers when it comes to targeted advertising. To address these concerns, companies need to be transparent about what data they are collecting and how it is being used. They should also provide users with the ability to opt out of targeted advertising, and ensure that they are complying with all relevant privacy regulations, in particular GDPR. Additionally, companies should take steps to protect the security of any data that is collected, to minimize the risk of data breaches or other security issues.


What are the best security practices when it comes to implementation, and how do you ensure that data is being handled securely?

Security is an important consideration when it comes to targeted TV advertising, as the collection and use of data can create vulnerabilities that could be exploited by malicious actors. To ensure that data is being handled securely, companies should implement strong encryption and authentication protocols, as well as robust data governance practices. They should also regularly monitor their systems for any signs of unauthorized access or other security breaches, and have a plan in place to respond quickly in the event of an incident. Finally, companies should make sure that all employees who handle sensitive data are properly trained in security best practices.
Having a ‘better safe than sorry’ mentality is something I always keep in mind when planning and implementing security practices.


If you have a question or would like to receive more in-depth information regarding the above topics, feel free to contact Uroš Žižek at You can also find some additional information regarding Castoola’s platform and services here.