Tru Optik Launches Self-Service Data Marketplace For Connected TV, Streaming Audio, Gaming Advertising
Tru Optik, an identity resolution provider across OTT and connected TV (CTV), today launched 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.
“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.”
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.
“As consumers are shifting their viewing to OTT, media buyers are increasingly utilizing data to drive advertising efficiency,” added Kristen Williams, VP of Strategic Partnerships, SpotX. “The enhancements to Tru Optik’s Data Marketplace will give SpotX and our clients an even greater ability to leverage audience data on the supply side at scale with speed.”
All data in Tru Optik’s Data Marketplace is refined for optimal performance across connected TV, streaming audio and in-game advertising and offers:
- 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.
- 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.
- 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.
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.
“Kantar’s partnership with Tru Optik has enabled marketers’ access to Kantar Audiences for buying CTV, OTT and streaming audio,” said Susan Tillou, global head of partnerships and activation for Kantar. “We look forward to the move from managed service to self-serve platform to provide better discovery for clients, greater control over our audience offer, and a more streamlined process for audience-based buying in this important space.”
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 Data Marketplace either directly or through ad tech platforms and publisher partners.
Expanding into Streaming Audio and Gaming
Tru Optik says it 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 it expands its capabilities to lead across OTT and push the industry forward in audio and gaming, Tru Optik is waiving 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.”