• by Philip Rosenstein , February 21, 2017

Audience measurement and data management platform for over-the-top (OTT) and connected TV, Tru Optik, has partnered with LiveRamp to offer targeted OTT and connected TV (CTV) campaigns.

Through Tru Optik’s OTT Marketing Cloud, advertisers can loop their CTV and OTT exposure back into their CRM systems. Marketers can use their first-party data, including email, CRM, offline and cookie-based data, and pair them with Tru Optik’s third party information to develop increasingly targeted ad campaigns.

“Identity resolution across digital and offline channels is key to people-based, omnichannel marketing, and this capability is now available for connected TV targeting,” stated Travis May, president and general manager at LiveRamp. “This shift not only amplifies the ability to target at the individual or household level, but also greatly enhances marketers’ ability to measure results.”