New Funds for TV Audience Specialist Tru Optik

US-based TV audience measurement firm Tru Optik has raised $10m in a venture round, which it will use to increase its sales and marketing activity, accelerate international growth, and expand its proprietary OTT Household Graph - which comprises more than 80 million households.

Tru Optik's platform enables users to deliver cross-screen targeting and attribution, by combining census-level over-the-top (OTT) viewer data with third party demographic, lifestyle and purchase data. According to the firm, its OTT Marketing Cloud is the only audience measurement and data-management platform that works across the entire OTT ecosystem, including all connected-TV devices.

New funding has been led by Mithera Capital, with participation from TransUnion, Connecticut Innovations, Arab Angel Fund, and Progress Ventures. Tru Optik CEO Andre Swanston (pictured) comments: 'This investment will allow us to better capitalize on our lead in this space and pull further ahead as we bring our suite of services to a global customer base'.

Web site: www.truoptik.com .