Tru Optik Adds MediaMath Data Marketplace to CTV Platform

US-based data-driven marketing firm MediaMath has partnered with TV audience intelligence and data management platform Tru Optik, to power Connected TV (CTV) audience targeting.

MediaMath's redesigned SOURCE media buying platform provides access to CTV inventory with fraud protection across the advertising ecosystem. Through the deal, the company has added Tru Optik's Data Marketplace to its CTV advertising solution, to help US clients 'more accurately' advertise on all screens.

Audiences in the Tru Optik Data Marketplace are synced to the firm's patented Household Graph of more than 80 million households that watch, listen, or play ad-supported content across Internet-connected devices. As part of this integration, buyers will have to access Tru Optik's privacy-compliant segments from behavioral, interest-based and demographic data providers; and they can then choose audiences specifically formulated for streaming media and connected device targeting.

Anudit Vikram (pictured), Chief Product Officer at MediaMath, comments: 'We partnered with Tru Optik because of their innovative data-driven CTV targeting technology and we're excited to continue maximizing the ROI of customers' advertising efforts as they diversify their marketing budgets. This integration is an important piece of SOURCE's mission to redesign the digital media landscape without the use of third-party cookies.'

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