Tru Optik, the only audience measurement and data management platform compatible with Connected TV (CTV), today announced a global partnership with Lotame, the leading independent data management platform (DMP) and most comprehensive data exchange. Through the partnership, advertisers and publishers can access Lotame’s global, first-party data and audience segments to create targeted over-the-top (OTT) and CTV campaigns around the world – including the United States, Canada, Asia-Pacific, Europe and Latin America. Lotame’s audience segments are available through Tru Optik’s OTT Marketing Cloud.
“The integration of Lotame’s audience segments into our Marketing Cloud allows us to expand our geographic reach by providing advertisers and agencies with global data for OTT campaign targeting,” said Andre Swanston, CEO of Tru Optik. “Partnering with one of the largest and most trusted data management platforms validates the robust platform we have built to activate and measure OTT campaigns across all screens. It also provides advertisers that currently use Lotame’s segments for desktop and mobile audience targeting an analogous solution for OTT to extend their audience buys across Connected TV.”
OTT is already a mainstream TV viewing option in the U.S., with more than 70 percent household penetration, and is experiencing rapid growth internationally. Global OTT ad revenues are forecast to reach $51 billion by 2020 according to Digital TV Research.
The Tru Optik-Lotame partnership removes barriers multinational brands have faced with respect to pursuing an overarching global TV targeting strategy. In addition, it allows regional and local brands outside the U.S. to fully leverage OTT’s precision targeting and measurement capabilities.
“Connected TV is one of the fastest growing opportunities, and this partnership with Tru Optik will provide real value to our clients by enabling them to purchase OTT inventory and activate campaigns using the same segments that they target on desktop and mobile, ultimately providing a more seamless consumer experience and more efficient campaign management,” said Ryan Reed, Director of Innovation, TV/Video at Lotame.