The World’s Leading Independent AdTech Company – AppNexus Has Announced a Crucial Partnership With the Audience Intelligence Platform, Tru Optik
The latest partnership with Tru Optik would bring AppNexus’ data-management platform at the forefront of Over-the-Top (OTT) and Connected TV market. The pair would work together to bring audience targeting, measurement, and attribution to AppNexus’ Connected TV marketplace.
Back in May this year, AppNexus expanded its digital video capabilities into Connected TV marketplace to enable advertisers and publishers reach and monetize their audiences on the newer advertising formats.
Connected TV buyers and sellers using AppNexus’ platform will be able to segment and target audiences based on data offered through the integration of Tru Optik’s OTT Marketing Cloud. The OTT Marketing Cloud provides data from more than 100 data providers, including demographic data from comScore, advertiser first-party data syncs from Experian Marketing Services and LiveRamp, as well as offline attribution data through Kantar and others. The OTT Marketing Cloud enables audience measurement, activation, and attribution on the AppNexus platform with more than 10,000 audience segments available for use. AppNexus and Tru Optik will be able to facilitate audience delivery across 75MM OTT households in the US, on any Connected TV device or publishers regardless of whether or not the publisher has registered user data.
Eric Hoffert, Senior Vice President of Video Technology at AppNexus, said, “By partnering with Tru Optik, our Connected TV inventory can be enriched with data in powerful new ways. AppNexus is now the only platform that can apply Tru Optik’s Household ID based audience segments to its Connected TV publishers, which bridges an important gap for targeting and makes Connected TV supply as easy to buy via programmatic deals as other digital video inventory. In this way, AppNexus is in a class of its own among video Supply Side Platforms and among market-leading video Demand Side Platforms in its data-based targeting capabilities.”
Andre Swanston, Tru Optik’s Chief Executive Officer and Co-Founder said, “The AppNexus/Tru Optik integration levels the playing field for all parties. By democratizing the use of people based data across Connected TV for both the supply-side and demand-side, consumers will ultimately be delivered a better, more relevant message, publishers will better monetize their inventory, and it provides advertisers with the assurance that they are reaching the right audiences on the right screens.”
The AppNexus/Tru Optik integration is built upon Programmable Data, which enables buyers to leverage their own data assets to activate audiences based on real-time signals without the reliance on cookies, which is a key component of the AppNexus Programmable Platform.
Currently, Tru Optik provides audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with advanced technology, the largest dataset of global over-the-top (OTT) media consumption, and unmatched focus, Tru Optik has built the only audience measurement and data-management platform that works across the entire OTT ecosystem, including Connected TV. Tru Optik is the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the shift to OTT.