The free streaming video service Pluto TV has signed a deal with the audience intelligence and data management firm Tru Optik to lead the company’s audience-based advertising and campaign management.
Under the terms of the deal, Pluto TV will utilize Tru Optik’s OTT Marketing Cloud for audience targeting, validation and measurement on connected TV and over-the-top video devices.
Tru Optik’s Marketing Cloud product is mapped to 75 million U.S. households and allows targeting based on traditional metrics like age and gender, as well as customized segment profiles.
Pluto TV’s direct advertisers will also be able to access analytics to measure household reach and frequency via Tru Optik’s Cross Screen Audience Validation product.
Pluto TV offers live and on-demand channels built around content providers or genres, with a heavy emphasis on CTV and OTT viewership.
As the CTV and OTT markets have grown, technology around metrics has risen accordingly, allowing for more precise measurement and audience targeting.