Tru Optik launches self-service data marketplace | Ad Tech | News | Rapid TV News
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Aiming to power connected TV (CTV), streaming audio and gaming advertising, CTV Data Marketplace provider Tru Optik has expanded its cookie-less audience targeting across 80 million connected homes in the US.

truoptik 3 april 2019In an explanation of its move, Tru Optik says that in the second quarter of 2020, nearly two-fifths of the brands and agencies using third-party data with the Tru Optik Data Marketplace for CTV and smart speakers advertising campaigns, did so for the first time.

And with the massive growth in audience size, increased attention across streaming media platforms and concerns regarding brand safety on social media, it says advertisers demand and require scalable, actionable and privacy compliant targeting across connected media – such as OTT, streaming audio, and gaming – now more than ever. Yet the company says that the ability to take advantage of data across the fragmented ecosystem can vary wildly across different ad tech platforms, publishers and devices.

The new 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 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 democratising access to data-driven targeting across the fastest growing mediums in advertising,” commented Tru Optik CEO and co-founder Andre Swanston.

With the new platform, Tru Optik says advertisers can power more scalable and consistent data strategies across the entire connected media ecosystem. Data providers can monetise their data across more connected devices with better scale and accuracy. Destination partners, which include premium publishers and the industry’s leading ad tech platforms, are said to be able to support data-driven campaigns for their clients with faster turnaround time.

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, Triton Digital and SpotX.

“As consumers are shifting their viewing to OTT, media buyers are increasingly utilising 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."