Leading CTV Data Marketplace Expands Cookie-less Audience Targeting across 80MM+ Connected U.S. Homes

In the second quarter of 2020, nearly forty percent of the brands and agencies using third-party data with the Tru Optik Data Marketplace for Connected TV (CTV) and smart speakers advertising campaigns, did so for the first time. With the massive growth in audience size, increased attention across streaming media platforms and concerns regarding brand safety on social media – advertisers demand and require scalable, actionable and privacy compliant targeting across connected media (OTT, streaming audio, and gaming) now more than ever.

However, the ability to leverage data across the fragmented ecosystem can vary wildly across different ad tech platforms, publishers and devices. Tru Optik, the identity resolution leader across OTT and Connected TV (CTV), announced today that it is launching a new self-service platform for streaming media and connected device audience planning. The Data Marketplace will be made available directly to brands and agencies for the first time, as well as expand the features and capabilities it already provides to the industry’s leading ad tech platforms and publishers.

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“We were the first to launch a data marketplace for Connected TV four years ago.  We were the first to launch a data marketplace for smart speakers two years ago. Last year, we were the first to launch a data marketplace for gaming consoles,” said Andre Swanston, Tru Optik CEO & Co-Founder  “Now, we are excited to be the first to power a consistent, scalable way to leverage both third-party and first-party data across the entire Connected Media ecosystem. By doing so, we are democratizing access to data-driven targeting across the fastest growing mediums in advertising.”

Destination Partners

Advertisers can power more scalable and consistent data strategies across the entire connected media ecosystem. Data providers can monetize their data across more connected devices with better scale and accuracy. Destination partners, which include dozens of premium publishers and the industry’s leading ad tech platforms, can enable data-driven campaigns for their clients with faster turnaround time.

All data in Tru Optik’s Data Marketplace is refined for optimal performance across Connected TV, streaming audio and in-game advertising and offers:

• Massive Scale – Audiences in the Data Marketplace are synced to Tru Optik’s patented Household Graph of over 80 million US households. Typically, segments in the Tru Optik Data Marketplace are 2x – 5x larger than the same segments in legacy data stores not built for connected media.

• Unparalleled Accuracy – Whether syndicated third-party data or onboarded first-party data, each segment in the Data Marketplace is mapped to Tru Optik’s Household Graph, which reconciles daily to sync all types of connected devices and their associated identifiers to the correct anonymized household.

• More Destination Partners – Tru Optik is the most widely relied upon data marketplace across ad tech platforms and publishers in the connected media ecosystem.

• Privacy Compliant – All Data Marketplace audiences are mapped against Privacy.TV opt-out records at both the device and household level and are CCPA compliant.

• Enhanced Speed – Unlike other solutions, the Data Marketplace makes data actionable in as fast as hours, not days or weeks.

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Trusted Data Partners

Leading third-party data partners available for both direct and programmatic audience planning in the Tru Optik Data Marketplace includes TransUnion, Oracle, Kantar, Comscore, NCSolutions, IHS Markit and more. In addition to the new self-service capability, the Tru Optik Data Marketplace is already available directly across most of the leading demand and supply-side ad tech platforms including The Trade Desk, Xandr, SpotX, Triton Digital and others.

“Comscore consumer digital audience and TV viewing information has been widely used by advertisers across both OTT and streaming audio through Tru Optik’s Data Marketplace,” said Carol Hinnant, Chief Revenue Officer, Comscore. “As we continue to empower brands and agencies across their omnichannel marketing efforts, we look forward to leveraging the Data Marketplace’s new capabilities to continue our expansion into gaming.”

To help agencies and brands navigate and maximize the data available in the Data Marketplace, Tru Optik Audience Engineers provide free, unbiased segment recommendations and audience planning advice from premium data providers across a wide variety of audience verticals including Auto, B2B, CPG, Demographics, Finance, Political and more. Access to the audience engineering team is available at no-cost and because Tru Optik is platform-agonistic, it is available to anyone utilizing the marketplace either directly or through ad tech platforms and publisher partners.

Expanding into Streaming Audio and Gaming  

Tru Optik has built the dominant data marketplace across CTV – with tens of thousands of advertisers leveraging data across publishers, and the leading demand-side and sell-side advertising platforms. As we expand our capabilities lead across OTT and push the industry forward in audio and gaming, Tru Optik is waving all data marketplace access fees and usage minimums to further democratize access to the data. This means agencies, brands, publishers and platforms of all sizes will be able to more easily activate audience data across the connected media ecosystem.

“Streaming audio has seen significant growth over the last year, driven by an increase in consumption across a wide range of devices including smart speakers, mobile phones, TVs and tablets,” said John Rosso, President of Market Development at Triton Digital.  “The expansion of Tru Optik’s Data Marketplace will meaningfully contribute to the ongoing growth of audio advertising by increasing the amount of available, actionable data across the streaming ecosystem.”

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