ComScore, Tru Optik partner on OTT ad targeting

Big data
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Data management firm Tru Optik is teaming with comScore to offer better in-target performance for OTT advertisers and publishers.

The companies are combining comScore demographics for campaign activation through the Tru Optik OTT Marketing Cloud.

“Advertisers and media companies are still figuring out how OTT, linear TV and digital can best work together to enhance the reach and performance of ad campaigns,” said David Wiesenfeld, chief strategist at Tru Optik, in a statement. “The Tru Optik-comScore collaboration connects OTT and linear TV in a way that is extremely helpful in coordinating advertising across channels, and will yield new insights for how to get the most from TV advertising in a digital age.”

“Tru Optik’s partnership with comScore offers a common framework for targeting ad campaigns across OTT in pre-bid using the same independent comScore vCE data that they use in-flight to monitor performance. Within that framework, advertisers can inform advanced targeting, dynamic creative, flexible buys, and other capabilities unique to OTT while confidently reaching the right audience,” said Tru Optik CEO Andre Swanston in a statement.

“Our collaboration with Tru Optik offers our mutual clients a more comprehensive, data-driven solution for advertising on OTT platforms,” said Dan Hess, executive vice president of products at comScore, in a statement. “Through this integration, our clients can use the same age and gender demographics they’re already using for TV and digital media throughout the planning, activation and evaluation phases on OTT—helping them truly realize the vision of cross-platform marketing.”

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For ComScore, the deal with Tru Optik continues the company’s push further into OTT metrics and targeting. In May, ComScore announced it would begin offering viewership data for OTT platforms through Total Home Panel, a single-source research platform for measuring cross-platform media consumption. The platform’s data is based on 12,500 households and 150,000 active devices per month.

Through what it’s calling a “breakthrough,” ComScore says it will now be able to offer OTT activity statistics for TV-connected devices including set-top boxes, streaming sticks and gaming consoles, as well as smart TVs.