The connected TV/over-the-top video measurement and analytics company Tru Optik has raised $10 million in a new venture funding round.
The company plans to use the money to boost its sales and marketing activity, expand its international business, enter new areas, such as streaming audio advertising, and built out its household graph, which forms the basis of its OTT business. The company’s household graph currently encompasses 80 million homes.
Tru Optik’s household graph has become one of the most significant resources in OTT advertising, with agencies, marketers, publishers and other players in the advanced advertising ecosystem using its to enhance the accuracy and target ability of their first- and third-party data.
The new funding round is being led by Mithera Capital, with the credit reporting firm TransUnion, Connecticut Innovations, Arab Angel Fund, and Progress Ventures also participating.
Tru Optik and TransUnion also announced a new partnership on Wednesday. TransUnion’s database will be used to enrich Tru Optik’s household graph and data marketplace.
Marketers will be able to leverage Tru Optik’s household graph and TransUnion’s data “to access syndicated, demographic and financial consumer segments available for targeting and validation for OTT and CTV advertising,” according to the companies.