Tru Optik announced an agreement with Oracle Data Cloud to make Oracle’s audience data available for OTT/CTV campaigns through Tru Optik’s OTT Data Marketplace.
Tru Optic is a leading audience intelligence and data-management platform (DMP) across over-the-top (OTT) and connected TV (CTV). The Company claims it is the first DMP focused on the OTT/CTV market to integrate Oracle Data Cloud audiences.
The OTT Data Marketplace is synced to Tru Optik’s OTT Household Graph of more than 75 million homes, representing over 90 percent of U.S. viewers of ad-supported OTT content. Tru Optik clients – including demand-side platforms, supply-side platforms and publishers – will have access to Oracle’s data for audience building across their CTV and OTT inventory.
At a time when legacy online advertising platforms are scrambling to adapt their technologies to CTV, many are taking shortcuts by targeting CTV households using individual-level data, collected from portable devices such as cell phones and laptops. This “apples & oranges” approach mischaracterizes households, leading to targeting inaccuracies. It can also result in the same user being associated with multiple households (because their portable devices are active away from home), further eroding targeting accuracy.
Tru Optik’s “OTT first” approach is anchored in household-level signals – including CTV device signatures – that ensure high-fidelity targeting and measurement across all OTT screens. A notable feature of Tru Optik’s system is that it also works in reverse. Consumers can opt out, via OptOut.TV, from receiving interest-based or behaviorally-targeted OTT advertising from Tru Optik clients and partners across all OTT devices in a home.