Tru Optik and Experian Introduce OTT-TV Measure

In the US, cookie-less audience measurement specialist Tru Optik has partnered with Experian Marketing Services, to introduce a service which provides real-time census-level viewer data for over-the-top (OTT) TV programs and ad exposure across all screens.

Tru Optik's database of OTT (content delivered via the Internet) media and entertainment consumption will be combined with Experian's ConsumerView marketing database, to provide metrics for valuing advertising on OTT networks and platforms. The companies use cookie-less methods that allow anonymous, aggregated behavior and profile information to be connected and protected across all digital devices belonging to the same individuals or households, enabling 'cross device' OTT and addressable campaign analysis.

Tru Optik CEO, Andre Swanston (pictured), comments: 'Our technology and first-party data combined with Experian's data will enable media companies and advertisers to understand and value audiences for OTT content. In other words, it will provide the currency that is necessary to truly open not only the OTT ad market, but also provide better insight as to the value of product placement and licensing of content to subscription video services like Netflix and Amazon'.

Web sites: www.truoptik.com and www.experian.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.