Tru Optik announces collaboration with comScore
comScore’s demographic data provides a comfort level for traditional ad buyers new to Over-the-Top (OTT) TV, says Tru Optik CEO
Tru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud.
Last week, it announced a global partnership with data management platform Lotame, which is providing Tru Optik with more data for non-U.S. markets. And this week it is announcing a collaboration with cross-platform measurement and analytics company comScore.
Tru Optik CEO Andre Swanston noted that comScore is one of two big data providers for linear TV ad buyers — the other is Nielsen — that offers the kind of demographics data TV advertisers are most comfortable with.
This new collaboration, he said, is comScore’s first with an OTT/connected TV data and advertising platform like Tru Optik. Nielsen — with which Tru Optik does not yet have an alliance — does not have such an arrangement, he added.
“We’ve been focused on building an ecosystem using first and third party data,” Swanston told me, pointing to the recent Lotame partnership.
“But what we were seeing was that money that wants to shift [to OTT] is still reliant on demographics,” he added, and traditional buyers want to employ ad-buying strategy using demographic data they know.
Swanston noted that, although Tru Optik’s OTT Marketing Cloud includes some demographic info, comScore offers data that is much more extensive — and familiar to buyers.