TiVo has inked a deal providing advertisers access to its linear TV viewership data through Tru Optik’s OTT Marketing Cloud to deliver advanced targeting and measurement capabilities across connected TVs.
Under the deal, Tru Optik users can create custom segments based on TV viewing habits, allowing advertisers to reach cord shavers more effectively.
“This joint deal is a major step forward not just for Tru Optik, but for the TV industry as a whole,” said Andre Swanston, CEO of Tru Optik, in a statement. “TiVo is a global leader in audience insights and we believe that advertisers will derive tremendous value by combining TiVo’s linear TV data with targeting and measurement capabilities that OTT and CTV provides.”
Advertisers can also retarget linear TV ads to the same households on connected TVs. For example, a local business can retarget an ad to a connected TV household that already saw a national ad for the business on linear TV.
“Our latest agreement with Tru Optik further underscores TiVo’s commitment to advancing the TV advertising ecosystem in creative and exciting ways,” said Walt Horstman, SVP and general manager, of advanced media and advertising at TiVo. “As advertisers increasingly seek out ways to bridge linear TV to every cross-platform medium, we are looking forward to providing them with the capabilities to do so. By extending access to our linear TV viewership data, we will allow for better targeting, campaign management and measurement via Tru Optik’s OTT Marketing Cloud.”
Earlier this month, Tru Optik reached an agreement with Sinclair Broadcast Group to make a connected TV and OTT marketplace available for local advertisers.
