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Tru Optik Launches OTT TV Marketing Cloud
US-based digital media intelligence firm Tru Optik has launched a suite of solutions called the OTT Marketing Cloud, which aims to help advertisers and publishers analyse, target and address audiences across Over-the-Top and Connected TV ecosystems.
The firm says Over-The-Top TV (OTT) - TV delivered by the Internet and mostly viewed on living room screens via Connected TV (CTV) devices such as Roku, Apple TV, or video-game consoles - now accounts for 'the majority of scripted TV programming watched by millennials'.
The new Cloud provides an integrated end-to-end platform and contains six key service modules:- DMP (cookie-less, SDK-free data management)
- The OTT Data Marketplace (third-party demographic, lifestyle, and purchase data actionable across all CTV inventory)
- Activation (OTT audience targeting and media buying)
- CAV (Cross-Screen Audience Validation)
- Attribution (online and off-line OTT marketing attribution)
- Analytics (in-app OTT measurement and viewer analytics).
Users can execute cross-screen, people-based targeting, making use of both first party and third party data; creating granular audience segments and activating them through their ad server or programmatically through their SSP across all devices. Audiences can be de-duped across screens.
Alex Geis, Tru Optik CTO and co-founder, says his firm's Analytics and DMP is 'the only OTT solution that does not require a software development kit (SDK) for in-app cross-screen analytics and segmentation'. CEO Andre Swanston says the company is 'blowing open the OTT opportunity for both advertisers and publishers'.
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