Data Governance in Ads Marketing and OTT TV Streaming: A Comprehensive Study

Abstract

This paper explores the critical role of data governance in the domains of ads marketing and Over-The-Top (OTT) TV streaming services. With the increasing volume of data generated by these sectors, effective data governance is essential for ensuring data quality, security, and compliance with regulatory requirements. This study reviews the current literature on data governance, identifies key activities and challenges, in ads marketing and OTT TV streaming. The findings highlight the importance of a structured approach to data governance to enhance data-driven decision-making and maintain user trust.