Tru Optik and SpotX Partner to Power the First All-Encompassing, Premium Connected TV Marketplace

MTS Staff Writer

October 2, 2018

Partnership Enables Advertisers to Programmatically Buy Pre-Validated Audiences Across all OTT Devices

Tru Optik, the leading audience intelligence and data-management platform across over-the-top (OTT) and connected TV (CTV), and SpotX, the leading global video advertising and monetization platform, announced the capability for publishers to pre-segment and validate audience-based inventory at scale to create targeted OTT and CTV campaigns.

Powered by Tru Optik’s OTT Data Marketplace, publishers using SpotX’s Audience Management Engine will be able to pre-segment and validate audiences across all OTT devices before making them available for advertisers to buy programmatically.

In addition, advertisers and publishers working with SpotX will have access to Tru Optik’s CAV (Cross Screen Audience Validation) allowing for deduped household reach, frequency, in-target percentage rates, device delivery confirmation and reporting. This announcement marks the most comprehensive integration Tru Optik has completed to date.

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“SpotX is the largest, global video sell side platform and our partnership is an industry game changer in Connected TV,” said Frans Vermeulen, COO, Tru Optik. “Given the significant scale of our respective offerings and through the integration of our OTT Data Marketplace, household graph and Cross Screen Audience Validation offerings, buyers accessing, and sellers using SpotX will have the confidence that advertisers are connecting with their desired consumers across premium Connected TV publishers. Given SpotX’s marketplace reach, we believe this partnership will cement audience-based selling as the de facto standard for OTT advertising campaigns. ”

SpotX’s Audience Management Engine now covers every major CTV advertising vertical including demographic, automotive, finance, CPG, entertainment, travel and more. Powered by the Tru Optik OTT Data Marketplace which is mapped to over 75MM OTT homes in the US, audiences are segmented leveraging third-party data from dozens of leading companies including Experian, comScore, Alliant, Kantar, IHS and V12. Tru Optik’s Cross-Screen Audience Validation (CAV) service is the only campaign measurement solution not limited to a panel or specific device manufacturer, allowing it to be leveraged across all CTV and OTT devices.

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“Tru Optik is emerging as one of the defacto standards for audience segmentation and validation across CTV,” said Jeremy Straight, SVP, strategic partnerships at SpotX. “By enhancing our platform with Tru Optik’s audience validation, we are providing publishers with an opportunity to increase the value of their inventory, while providing advertisers with more precise targeting, reach and measurement solutions across OTT.”

“Connected TV is growing exponentially as a result in shifting viewership and continues to be the largest growth opportunity for advertisers and programmers alike,” said Jason DeMarco, VP, Programmatic & Audience Solutions at A+E Networks. “Limited availability to audience targeting and measurement for CTV has been the largest hurdle to overcome, and with the partnership of Tru Optik and SpotX we are able to solve this for advertisers. CTV is a proving to be a powerful platform for advertisers to communicate with consumers; now we can generate scalable ROI reporting to showcase the benefits.”

Tru Optik and SpotX are fully privacy compliant, with all US homes scrubbed against OptOut.TV, a privacy register that allows consumers to opt out of audience-targeted OTT ads across all CTV devices and platforms in their home.

MTS Staff Writer

MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism, expert author blogs and research reports.