Tru Optik Launches Political Ad Targeting Service

Audience measurement and DMP supplier Tru Optik has launched a service called the Political Data Cloud, allowing advertisers to use OTT and streaming audio to target specific voter groups on criteria such as party affiliation, past voting behavior and issue orientation.

Clients of the firm can apply cross-screen targeting and attribution, via a platgform combining census-level over-the-top (OTT) viewer data with third party demographic, lifestyle and purchase data. Tru Optik says the 2020 US election cycle is expected to be 'the most expensive in history with an anticipated $10 billion or more being spent on advertising to influence voters across the nation'. The new tool allows users to combine political data with behavioral, demographic and interest-based information, to create custom voter segments covering 80m US homes, and access them through leading publishers and ad tech platforms.

Data on voting and other behavior comes from 'nearly a dozen' providers including firms affiliated with the major political parties, such as TargetSmart, and unaffiliated providers including L2, Comscore and Dataline. CTV and streaming audio are expected to be major boom areas in the 2020 election as digital media more than doubles its share of total spend from under 15% in 2016.

CEO Andre Swanston (pictured) says connected TV and streaming audio advertising are 'now mainstream media, with much more targeting power than traditional TV and radio, and exceptional reach among millennial and multi-cultural households'. He adds: 'Tru Optik's Political Data Cloud lets politicians and advocacy groups reach the voters most receptive to their platform or cause in a privacy compliant manner with a combination of precision and scale that until now was not possible'.

The Tru Optik Political Data Cloud is currently available to select test groups, and will roll out to all the firm's clients and partners from September.

Web site: www.truoptik.com .

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