TransUnion and Tru Optik Partner to Enhance OTT Audience Targeting and Measurement Solutions
Over-the-top (OTT) content providers that deliver media streaming as a standalone product are changing the way consumers consume content. To align with these shifting consumer preferences and the evolving media landscape, TransUnion is entering the growing Advanced TV marketplace through a partnership with Tru Optik, an OTT data management platform.
The collaboration will bring more precision and relevancy to audience targeting and media strategies, enabling advertisers to access syndicated, demographic and financial consumer segments available for targeting and validation for OTT and Connected TV (CTV) advertising. Additionally, by combining TransUnion’s robust database and consumer intelligence with the power of Tru Optik’s household based identity, this partnership will validate and enhance the Tru Optik OTT Household graph. As a result, TransUnion will become Tru Optik’s primary source for validated consumer-level data and enrich the Tru Optik Data Marketplace, which delivers proprietary audience intelligence insights and audience attribute data and segments.
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“The power of digital connectivity and audiences presents a massive opportunity within TV advertising. The rapidly growing digital media industry has become a key ingredient to gathering valuable consumer insights,” said Matt Spiegel, executive vice president, digital marketing solutions and head of media vertical at TransUnion. “By partnering with Tru Optik, TransUnion is able to make a mark in the space and work with the best in the industry. We look forward to an opportunity to bring value to this movement by developing solutions that allow marketers to have a more measurable and attributable benchmark of their audience.”
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TV advertising is a $70 billion market with addressable and data-driven TV advertising becoming a rapidly growing segment. TransUnion’s foray into the advanced TV ecosystem will equip Tru Optik with validated consumer-level data and activate segments in the OTT market, while powering audience targeting and measurement solutions that work across connected devices and OTT products and ensure privacy compliance at the household level, not just the individual device or publisher level. As part of the commercial partnership, TransUnion has made a financial investment in Tru Optik.
“The trend of streaming content on demand on multiple screens is only going to grow,” said Andre Swanston, CEO and Co-founder at Tru Optik. “We are thrilled to partner with TransUnion and to incorporate their data accuracy into our best-in-class solutions. Through this partnership we will lead the way for the OTT and CTV data-driven future.”
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