Tru Optik adds TiVo’s linear TV data to ad platform
Details
Michelle Clancy
| 28 March 2018

Tru Optik is to add TiVo’s deterministic, linear TV viewership data to its advertising platform, which is used by brands, agencies and publishers to build audience-based campaigns across over-the-top (OTT) and connected TV (CTV).

TiVo’s data, which reaches across all 210 major markets and more than two million households, will be available through Tru Optik’s OTT Marketing Cloud. Thanks to the agreement, Tru Optik users can now create custom segments based on TV viewing behaviours across linear and CTV, enabling advertisers to more effectively reach cord-shavers. The deal will also enable advertisers to retarget linear TV ads to the same households on CTV. For example, a local auto dealer can retarget households on CTV that saw a national ad campaign for the automaker on linear TV.

“This joint deal is a major step forward not just for Tru Optik, but for the TV industry as a whole,” said Andre Swanston, CEO of Tru Optik. “TiVo is a global leader in audience insights and we believe that advertisers will derive tremendous value by combining TiVo’s linear TV data with targeting and measurement capabilities that OTT and CTV provides.”

The deal also expands capabilities out of the Targeted Audience Delivery engine from TiVo – the platform that is powered by the linear TV viewership to data – to support more diverse cross-platform solutions.

“Our latest agreement with Tru Optik further underscores TiVo’s commitment to advancing the TV advertising ecosystem in creative and exciting ways,” said Walt Horstman, senior vice president and GM, advanced media and advertising, TiVo. “As advertisers increasingly seek out ways to bridge linear TV to every cross-platform medium, we are looking forward to providing them with the capabilities to do so. By extending access to our linear TV viewership data, we will allow for better targeting, campaign management and measurement via Tru Optik’s OTT Marketing Cloud.”