STAMFORD, Conn., March 28, 2019 /PRNewswire/ -- Tru Optik, a
leading audience intelligence and data-management platform (DMP)
across over-the-top (OTT) and connected TV (CTV), today announced
an agreement with Oracle Data Cloud to make Oracle's audience data
available for OTT/CTV campaigns through Tru Optik's OTT Data
Marketplace. Tru Optik is the first DMP focused on the OTT/CTV
market to integrate Oracle Data Cloud audiences.
The OTT Data Marketplace is synced to Tru Optik's OTT Household
Graph of more than 75 million homes, representing over 90 percent
of U.S. viewers of ad-supported OTT content. Tru Optik clients –
including demand-side platforms, supply-side platforms and
publishers – will have access to Oracle's data for audience
building across their CTV and OTT inventory.
"It is humbling to be the first connected TV-focused data
management platform to build an integrated audience solution with
Oracle Data Cloud," said Andre
Swanston, CEO of Tru Optik. "This is a huge step forward for
the entire TV industry. Oracle Data Cloud's audience will give us
the ability to leverage the best of digital advertising
capabilities to make TV more valuable and performance-driven."
At a time when legacy online advertising platforms are
scrambling to adapt their technologies to CTV, many are taking
shortcuts by targeting CTV households using individual-level data,
collected from portable devices such as cell phones and laptops.
This "apples & oranges" approach mischaracterizes households,
leading to targeting inaccuracies. It can also result in the same
user being associated with multiple households (because their
portable devices are active away from home), further eroding
targeting accuracy.
Tru Optik's "OTT first" approach is anchored in household-level
signals – including CTV device signatures – that ensure
high-fidelity targeting and measurement across all OTT screens. A
notable feature of Tru Optik's system is that it also works in
reverse. Consumers can opt out, via OptOut.TV, from receiving
interest-based or behaviorally-targeted OTT advertising from Tru
Optik clients and partners across all OTT devices in a home.
"Oracle Data Cloud wants to allow our data to help advertisers
reach the right consumers across every channel, platform, and
device, so we're delighted to work with Tru Optik to integrate our
data across their OTT/CTV platform," said Chris Langel, Vice President, Partnerships, for
Oracle Data Cloud. "Forward thinking marketers can now use Oracle's
leading data assets to reach their current and potential customers
across the platforms and publishers who use Tru Optik's DMP."
About Tru Optik
Tru Optik powers over-the-top
(OTT)/connected TV (CTV) advertising, enabling brands and media
companies to target specific audiences efficiently at scale, as
well as to measure and evaluate the performance of OTT campaigns.
The Company's OTT Marketing Cloud and its measurement, validation,
and attribution solutions are built specifically to leverage the
power of OTT, working across hardware and publishers.
Credited with leading the way to standardizing the OTT ad
sector, Tru Optik is the preferred partner for many of the world's
largest media companies, brands, and agencies. The Company is a
founding member of OptOut.TV, ensuring that consumers have options
when it comes to OTT/CTV advertising targeting.
About Oracle Data Cloud
Oracle Data Cloud brings
together data and technology to help digital advertising companies
drive better business outcomes across more than 100 countries. Used
by 199 out of AdAge's 200 largest advertisers, our Audience,
Context and Measurement solutions give marketers the data and tools
needed for every stage of the marketing journey, from audience
planning to data management, brand safety, fraud protection,
contextual relevance, viewability confirmation, and ROI
measurement. Oracle Data Cloud combines the leading technologies
and talent from Oracle's acquisitions of AddThis, BlueKai,
Crosswise, Datalogix, Grapeshot, and Moat.
About Oracle
The Oracle Cloud offers a
complete suite of integrated applications for Sales,
Service, Marketing, Human Resources, Finance, Supply Chain and
Manufacturing, plus Highly Automated and Secure Generation 2
Infrastructure featuring the Oracle Autonomous
Database. For more information about Oracle (NYSE: ORCL),
please visit us at oracle.com.
Trademarks
Oracle and Java are registered
trademarks of Oracle and/or its affiliates. Other names may be
trademarks of their respective owners.
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SOURCE Tru Optik