Data provider Tru Optik has been busily assembling the ability to target Over-The-Top (OTT) TV audiences with the kind of data that is commonly used by online advertisers.
Toward that aim, the Stamford, Connecticut-based company launched last August its OTT Data Cloud, which it said was the first of its kind. Guided by the company’s Data Management Platform, it is intended to target ads on OTT TV programs via behavioral, demographic and purchase data. OTT TV is online-delivered video that is seen through smart TVs, gaming consoles or connected devices like Roku.
The OTT Data Cloud combines anonymized data from a variety of sources, such as Experian Marketing Services, so that a brand or agency can, for instance, marry household income with data about whether a particular household is in the market for a given product category, or with data about whether that household has children.
This week, Tru Optik is adding Acxiom’s LiveRamp to its mix.
This addition, Tru Optik CEO Andre Swanston told me, means that his company can now allow clients to utilize their personally identifiable information (PII) on their customers for ad targeting in OTT programs — but without Tru Optik having to handle it.
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