Viant Technology Inc., a leading people-based advertising software company, and Tru Optik, a TransUnion company and definitive destination for those who buy and sell third-party segments for audience-based targeting on Connected TV (CTV), streaming audio and in-game advertising, today announced the successful integration of Tru Optik’s Data Marketplace into Viant’s Adelphic® advertising software. The Tru Optik integration expands Adelphic’s pool of Connected TV (CTV), Over-The-Top (OTT), and audio audience segments.

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“We are pleased to provide high-octane audiences to Adelphic clients to power streaming media and connected device targeting.”

According to eMarketer, U.S. CTV advertising is forecasted to grow to $18.3 billion, and U.S. digital audio advertising is forecasted to grow to $6.3 billion by 2024. Marketers are allocating significant budget to these growing channels.

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“The industry continues to see accelerating growth in CTV-related advertising,” said Jon Schulz, Chief Marketing Officer, Viant. “We are pleased to partner with Tru Optik to provide brands and agencies with the additional audience activation options marketers need to run successful campaigns on hot channels like CTV.”

“Integrating seamlessly with the Adelphic software maximizes the value of our data, making it more actionable for audience forecasting and targeting,” said Frans Vermeulen, Chief Operating Officer, Tru Optik. “We are pleased to provide high-octane audiences to Adelphic clients to power streaming media and connected device targeting.”

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