AppNexus, the world’s leading independent advertising technology company, and Tru Optik, the audience intelligence and data-management platform at the forefront of Over-the-Top (OTT) and Connected TV , today announced a partnership to bring audience targeting, measurement, and attribution to AppNexus’ Connected TV marketplace.
Connected TV buyers and sellers using AppNexus’ platform will be able to segment and target audiences based on data offered through the integration of Tru Optik’s OTT Marketing Cloud . The OTT Marketing Cloud provides data from more than 100 data providers, including demographic data from comScore, advertiser first party data syncs from Experian Marketing Services and LiveRamp, as well as offline attribution data through Kantar and others. The OTT Marketing Cloud enables audience measurement, activation, and attribution on the AppNexus platform with more than 10,000 audience segments available for use. AppNexus and Tru Optik will be able to facilitate audience delivery across 75MM OTT households in the US, on any Connected TV device or publishers regardless of whether or not the publisher has registered user data.
"AppNexus direct relationships with the world's top programmatic buyers combined with Tru Optik's OTT audience targeting is an exciting development for Connected TV monetization," said Tyler Fitch, Vice President of Programmatic Partnerships at TubiTV. "This can provide advertisers with the opportunity to reach their audiences with precision at home on the TV screen."
“By partnering with Tru Optik, our Connected TV inventory can be enriched with data in powerful new ways,” said Eric Hoffert, Senior Vice President of Video Technology at AppNexus. “AppNexus is now the only platform that can apply Tru Optik’s Household ID based audience segments to its Connected TV publishers, which bridges an important gap for targeting and makes Connected TV supply as easy to buy via programmatic deals as other digital video inventory. In this way, AppNexus is in a class of its own among video Supply Side Platforms and among market leading video Demand Side Platforms in its data-based targeting capabilities.”
Andre Swanston, Tru Optik’s Chief Executive Officer and Co-Founder said, “The AppNexus/Tru Optik integration levels the playing field for all parties. By democratizing the use of people based data across Connected TV for both the supply-side and demand-side, consumers will ultimately be delivered a better, more relevant message, publishers will better monetize their inventory, and it provides advertisers with the assurance that they are reaching the right audiences on the right screens.”
The AppNexus/Tru Optik integration is built upon Programmable Data, which enables buyers to leverage their own data assets to activate audiences based on real time signals without the reliance on cookies, which is a key component of the AppNexus Programmable Platform.
Tru Optik is a digital media intelligence company providing audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with advanced technology, the largest dataset of global over-the-top (OTT) media consumption, and unmatched focus, Tru Optik has built the only audience measurement and data-management platform that works across the entire OTT ecosystem, including Connected TV. Tru Optik is the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the shift to OTT.
Tru Optik has adopted strong privacy protocols that include clear consumer opt-out mechanisms, masking of all personally identifiable information, and transparency regarding the data it collects and how that data is used by the Company’s clients.
AppNexus is an internet technology company that enables and optimizes the real-time sale and purchase of digital advertising. Our powerful, real-time decisioning platform supports core products that enable publishers to maximize yield; and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. For more information, follow us at @AppNexus or visit us at appnexus.com.
Kate Tumino for Tru Optik