Tru Optik announces collaboration with comScore

Tru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud.

Last week, it announced a global partnership with data management platform Lotame, which is providing Tru Optik with more data for non-U.S. markets. And this week it is announcing a collaboration with cross-platform measurement and analytics company comScore.

Tru Optik CEO Andre Swanston noted that comScore is one of two big data providers for linear TV ad buyers — the other is Nielsen — that offers the kind of demographics data TV advertisers are most comfortable with.

This new collaboration, he said, is comScore’s first with an OTT/connected TV data and advertising platform like Tru Optik. Nielsen — with which Tru Optik does not yet have an alliance — does not have such an arrangement, he added.

“We’ve been focused on building an ecosystem using first and third party data,” Swanston told me, pointing to the recent Lotame partnership.

“But what we were seeing was that money that wants to shift [to OTT] is still reliant on demographics,” he added, and traditional buyers want to employ ad-buying strategy using demographic data they know.

Swanston noted that, although Tru Optik’s OTT Marketing Cloud includes some demographic info, comScore offers data that is much more extensive — and familiar to buyers.

[Article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.