Tru Optik gains Oracle audience data for OTT, connected TV
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Editor
| 31 March 2019

Audience intelligence and data-management platform (DMP) across over-the-top (OTT) and connected TV (CTV), Tru Optik, has sealed an agreement with Oracle Data Cloud to make audience data available for OTT/CTV campaigns.

Integrating Oracle Data Cloud audiences into its OTT Data Marketplace will make Tru Optik the first DMP focused on the OTT/CTV market to use the Oracle data in this way.

The OTT Data Marketplace is synced to Tru Optik’s OTT Household Graph of more than 75 million US homes, representing over 90% of US 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.

Tru Optik believes that 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 mobile phones and laptops. This approach, which Tru Optik calls ‘apples and oranges’, is said by the company to mischaracterises 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. This it says further erodes targeting accuracy.

“It is humbling to be the first connected TV-focused data management platform to build an integrated audience solution with Oracle Data Cloud,” said Tru Optik CEO Andre Swanston. “This is a huge step forward for the entire TV industry. Oracle Data Cloud’s audience will give us the ability to leverage the best of digital advertising capabilities to make TV more valuable and performance-driven.”

“Oracle Data Cloud wants to allow our data to help advertisers reach the right consumers across every channel, platform, and device, so we’re delighted to work with Tru Optik to integrate our data across its OTT/CTV platform,” said Chris Langel, vice president, partnerships, for Oracle Data Cloud. “Forward thinking marketers can now use Oracle’s leading data assets to reach their current and potential customers across the platforms and publishers who use Tru Optik’s DMP.”