CES 2017: Tru Optik launches OTT Marketing Cloud | Ad Tech | News | Rapid TV News
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Digital media intelligence company Tru Optik, has announced what it says is the industry’s first measurement, activation and attribution platform for connected TV.

truoptic 6 JanThe new OTT Marketing Cloud comprises a suite of solutions designed to meet the needs of both advertisers and publishers across the over-the-top (OTT) and connected TV ecosystems. The OTT Marketing Cloud allows advertisers to execute cross-screen, people-based targeting by combining the ability to take advantage of both first-party and third-party data across OTT and connected TV.

Users can access The OTT Marketing Cloud as an integrated end-to-end platform, or access any combination of capabilities as needed to fill gaps left by their legacy vendors. The OTT Marketing Cloud consists of six key service modules: DMP, with cookie-less, SDK-free data management, an OTT data marketplace offering third-party demographic, lifestyle, and purchase data actionable across all CTV inventory; an activation app OTT audience targeting and media buying; cross-screen audience validation; online and offline OTT marketing attribution; and analytics delivering in-app OTT measurement and viewer analytics.

Tru Optik believes that OTT is growing exponentially and now accounts for the majority of scripted TV programming watched by millennials, with more than two-thirds of such content viewed on living room screens via connected TV devices, like Roku, Apple TV, or video-game consoles.

“By combining rich OTT audience-measurement and segmentation capabilities with coordinated cross-screen campaign activation and attribution, Tru Optik is blowing open the OTT opportunity for both advertisers and publishers,” claimed Tru Optik CEO Andre Swanston. “We believe this will further accelerate TV’s transformation to a digital over-the-top medium and allow progressive agencies and media companies to immediately separate themselves from those still relying on legacy linear TV or Web 2.0 solutions.”