Tru Optik focuses on consumer privacy with OptOut.TV | Ad Tech | News | Rapid TV News
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Audience intelligence and data management platform Tru Optik has launched OptOut.TV, a solution for allowing consumers to opt out of audience-based targeting across the entire over-the-top (OTT) ecosystem, including connected TV.

The privacy controls on OTT devices have little or no impact on how OTT publishers and advertisers leverage household’s data for advertising purposes. OptOut.TV’s mission is to proactively bring a higher level of privacy control and an enhanced consumer experience to OTT. Consumers can opt out of audience-based OTT targeting at the household level, not just at the individual device or publisher level.

“OTT and connected TV are the future of television,” said Andre Swanston, CEO of Tru Optik. “However, if the right privacy controls aren’t addressed now, at the outset, the industry could be at risk. OptOut.TV enables viewers to easily opt out of audience-based targeting and provides a simple way for media companies and advertisers to ensure they are putting consumer privacy at the forefront.”

Advertising technology platform Videology and consumer data company Alliant, among others, have pledged to be compliant with OptOut.TV in 2018.

“With the convergence of content across devices, we need to ensure that the same data standards apply, regardless of where a consumer is viewing, to employ truly screen-agnostic strategies,” said Aleck Schleider, SVP, client and data strategy, Videology. “The launch of OptOut.TV, which offers consumers more advertising choices, brings connected TV into closer alignment with digital media and will help to accelerate the growth of connected TV by removing any additional barriers to its use.”