Tru Optik Launches Self-Service Data Marketplace, Makes Tech Available To Brands, Agencies.
Connecticut-based Tru Optik launches a new self-service platform for streaming media and connected device audio planning across the fragmented advertising ecosystem.
The company says in a news release that the Tru Optik Data Marketplace, in addition to becoming available for the first time to brands and agencies, is expanding the features and capabilities already made accessible to ad tech platforms and publishers.
The company says that in the second quarter, nearly 40% 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. It’s a response to demand from advertisers seeking scalable, actionable and privacy-compliant targeting across connected media platforms like OTT, streaming audio and gaming.
“We were the first to launch a Data Marketplace for Connected TV four years ago,” Andre Swanston, Tru Optik’s CEO and Co-Founder, said in the release. “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. 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.”
Tru Optik says its technology lets advertisers power more scalable and consistent data strategies across connected media, while data providers can monetize their data across more connected devices with better scale and accuracy.
Destination partners, including dozens of premium publishers and top ad tech platforms, can more quickly enable data-driven campaigns for their clients.
“As consumers are shifting their viewing to OTT, media buyers are increasingly utilizing data to drive advertising efficiency,” Kristen Williams, VP of Strategic Partnerships at SpotX, says in the release. “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.”
Tru Optik says TransUnion, Oracle, Kantar, Comscore, NCSolutions and IHS Markit are among the top third-party data partners available for both direct and programmatic audience planning in the Tru Optik Data Marketplace.
The service is already available on demand and supply-side ad tech platforms like The Trade Desk, Xandr, Spotx, Triton Digital and others.
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