Tru Optik is partnering with LiveRamp to allow brands to use first-party data — including email, CRM, offline and cookie-based data — to create targeted over-the-top (OTT) and connected TV advertising campaigns.
Brands can also pair their first-party data with third-party data in the Tru Optik OTT Marketing Cloud to create highly targeted segments for all types of campaigns — from branding to direct response. Additionally, advertisers can tie their CTV/OTT exposure back to their CRM and other first-party data to create custom closed-looped measurement.
LiveRamp’s identity resolution service creates new opportunities to use data-driven marketing across OTT, allowing advertisers to create custom campaigns across OTT/CTV.
“With our third-party data marketplace built specifically for CTV/OTT, Tru Optik has been committed to enhancing the capabilities of both media companies and advertisers across OTT,” said Andre Swanston, CEO of Tru Optik. “The LiveRamp partnership allows us to take this one step further by enabling advertisers to also use their own first-party data to create powerful campaigns.”
Travis May, LiveRamp president and general manager, added: “Identity resolution across digital and offline channels is key to people-based, omnichannel marketing, and it’s exciting that this capability is now available for connected TV targeting. This shift not only amplifies the ability to target at the individual- or household-level, but also greatly enhances marketers’ ability to measure results.”
