Tru Optik and TargetSmart in Voter Targeting Deal

Ahead of the US election, TV audience intelligence platform Tru Optik has again partnered with political data provider TargetSmart; this time to ensure that ad campaigns relating to the presidential, senate, congressional and local races reach their target audiences.

According to research boutique MoffetNathanson, young voters, upper-income households and multicultural audiences are over-represented, and more than 40% of voters in these groups are unreachable through linear TV. In addition, concerns over COVID-19 have cut in-person campaign events and increased at-home streaming consumption. The firm says that these two factors make the need for engaging voters across connected TV (CTV) and smart speakers paramount for political advertisers.

Tru Optik's Political Data Cloud enables audience targeting for political and issue campaigns for CTV and streaming audio; while TargetSmart's Digital Voter File combines voter data with a suite of digital and media products that allows clients to connect with target audiences. Through the latest deal, the firms say clients can ensure that they are delivering the right message, to the right audience across any connected device. This enables advertisers to target at scale by party affiliation, past voting behavior, and propensity to donate. The maximum reach of the Political Data Cloud is across more than 80 million US homes, and audiences can be segmented to enable precision targeting of desired voter groups.

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