Tru Optik and LiveRamp make first-party data actionable across connected TVsTuesday, February 21st, 2017
Tru Optik and LiveRamp Partner to Make First-Party Data Actionable Across Connected TVs
- Email, CRM, Offline and Cookie Data Now Easy to Use in OTT Campaigns
STAMFORD, Conn. — Tru Optik, the audience measurement and data management platform built for over-the-top (OTT) TV, and LiveRamp, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, today announced their partnership. Using Tru Optik capabilities, brands will be able to use their first-party data—including email, CRM, offline and cookie-based data—to create targeted OTT and connected TV (CTV) campaigns. Brands can also pair their first-party data with third-party data in the Tru Optik OTT Marketing Cloud to create highly targeted segments for all types of campaigns—from branding to direct response. Additionally, advertisers can tie their CTV/OTT exposure back to their CRM and other first-party data to create custom closed-looped measurement.
The shift in audience attention to CTVs and growth in household penetration of OTT TV accelerated in 2016. Millennials, families and millions of consumers have reduced their dependence on traditional providers. One of the biggest frustrations from advertisers and media companies has been the inability to leverage their valuable first-party data assets to create campaigns across CTVs (including smart TVs, connected devices and gaming consoles), and realize the household-level and one-to-one benefits of CTV targeting.
LiveRamp’s identity resolution service creates new opportunities to use data-driven marketing across OTT. It removes many barriers that advertisers have faced with respect to being able to create custom campaigns across OTT/CTV, and delivers on the promise of being able to reach and influence the largest screen in the house with the precision and efficiency that digital advertising provides.
“With our third-party data marketplace built specifically for CTV/OTT, Tru Optik has been committed to enhancing the capabilities of both media companies and advertisers across OTT. The LiveRamp partnership allows us to take this one step further by enabling advertisers to also use their own first-party data to create powerful campaigns,” said Andre Swanston, CEO of Tru Optik.
“Identity resolution across digital and offline channels is key to people-based, omnichannel marketing, and it’s exciting that this capability is now available for connected TV targeting,” said Travis May, LiveRamp president and general manager. “This shift not only amplifies the ability to target at the individual- or household-level, but also greatly enhances marketers’ ability to measure results.”
“Together with LiveRamp, brands can now leverage the full power of their own data across the most impactful screen in consumer homes. It’s a significant step forward for the entire industry,” said Michael Scott, chief revenue officer of Tru Optik.
LiveRamp and Tru Optik’s first-party data integration solution is available to LiveRamp clients and all brands immediately.