Integration Offers Access to Political Audience-Based Segments Across OTT/CTV
Tru Optik, the identity resolution leader across OTT and Connected TV (CTV), announced an agreement with Deep Root Analytics, an audience-powered analytics company, to integrate Deep Root’s proprietary audience-based segments – political, public affairs and corporate advocacy – to Tru Optik’s Political Data CloudTM.
Through this integration, media companies and political advertisers will be able to leverage Deep Root’s audience segments with rich data sets of voter history, consumer and behavioral insights across OTT/CTV. Mapped against Tru Optik’s patented Household GraphTM of more than 80 million U.S. homes, political and issue advertisers are offered more enhanced targeting capabilities that result in more precise, effective and cost-efficient advertising campaigns.
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“There’s no denying that now, more than ever, registered voters are engaging in content from connected TV. Political candidates, campaigns and advocacy groups must recognize this and leverage these platforms in order to reach targeted voter audiences,” said Richard Kosinski, Executive Vice President, Sales, Tru Optik. “Deep Root’s scale of deterministic and modeled political data directly sourced from voters enhances our capabilities of offering unparalleled scale, accuracy and reach on ad-supported OTT and CTV.”
“Deep Root has invested heavily in building best-in-class audiences for political, public affairs, and corporate reputation advertisers. We are excited to partner with Tru Optik to power audience-based advertising across all OTT and CTV devices and platforms,” said Deep Root Analytics, Chief Revenue Officer, David Seawright. “This partnership will allow agencies and advertisers to leverage Deep Root’s premium audiences in new ways and will elevate their digital targeting capabilities across an increasingly fractured landscape.”
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Tru Optik’s Political Data Cloud enables political advertisers to use OTT to target specific voter groups on a local, state or national level across such factors as party affiliation, past voting behavior and issue orientation. Political data can be combined with behavioral, demographic and interest-based information, to create custom voter segments actionable across over 80 million U.S. homes through leading publishers and ad tech platforms.
Consumers will be able to opt-out of audience-based targeting through Tru Optik’s Privacy.TV, a free privacy compliance solution for CTV and Advanced Media that offers consumer opt-out for publishers, ad tech platforms, data providers and device manufacturers.
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