AppNexus integrates with Tru Optik's OTT Marketing CloudWednesday, November 8th, 2017
AppNexus and Tru Optik Partner to Power Audience Targeting, Measurement, and Attribution for AppNexus’ Connected TV Marketplace
NEW YORK — AppNexus, the world’s leading independent advertising technology company, and Tru Optik, the audience intelligence and data-management platform at the forefront of Over-the-Top (OTT) and Connected TV, today announced a partnership to bring audience targeting, measurement, and attribution to AppNexus’ Connected TV marketplace.
Connected TV buyers and sellers using AppNexus’ platform will be able to segment and target audiences based on data offered through the integration of Tru Optik’s OTT Marketing Cloud. The OTT Marketing Cloud provides data from more than 100 data providers, including demographic data from comScore, advertiser first party data syncs from Experian Marketing Services and LiveRamp, as well as offline attribution data through Kantar and others. The OTT Marketing Cloud enables audience measurement, activation, and attribution on the AppNexus platform with more than 10,000 audience segments available for use. AppNexus and Tru Optik will be able to facilitate audience delivery across 75MM OTT households in the US, on any Connected TV device or publishers regardless of whether or not the publisher has registered user data.
“AppNexus’ direct relationships with the world’s top programmatic buyers combined with Tru Optik’s OTT audience targeting is an exciting development for Connected TV monetization,” said Tyler Fitch, Vice President of Programmatic Partnerships at TubiTV. “This can provide advertisers with the opportunity to reach their audiences with precision at home on the TV screen.”
“By partnering with Tru Optik, our Connected TV inventory can be enriched with data in powerful new ways,” said Eric Hoffert, Senior Vice President of Video Technology at AppNexus. “AppNexus is now the only platform that can apply Tru Optik’s Household ID based audience segments to its Connected TV publishers, which bridges an important gap for targeting and makes Connected TV supply as easy to buy via programmatic deals as other digital video inventory. In this way, AppNexus is in a class of its own among video Supply Side Platforms and among market leading video Demand Side Platforms in its data-based targeting capabilities.”
Andre Swanston, Tru Optik’s Chief Executive Officer and Co-Founder said, “The AppNexus/Tru Optik integration levels the playing field for all parties. By democratizing the use of people based data across Connected TV for both the supply-side and demand-side, consumers will ultimately be delivered a better, more relevant message, publishers will better monetize their inventory, and it provides advertisers with the assurance that they are reaching the right audiences on the right screens.”
The AppNexus/Tru Optik integration is built upon Programmable Data, which enables buyers to leverage their own data assets to activate audiences based on real time signals without the reliance on cookies, which is a key component of the AppNexus Programmable Platform.