TransUnion, an information provider that serves brands that are active in email and other channels, has signed a deal to acquire Tru Optik, a data marketplace and data management platform for connected TV, streaming audio and gaming. Terms were not disclosed.
The transaction, which is subject to the customary closing conditions, follows TransUnion’s recent acquisition of Signal and prior purchase of TruSignal.
Tru Optik has a household graph on more than 80 million U.S. homes.
TransUnion hopes that the combined assets will result in “an expanded suite of solutions that modern marketing requires,” says Matt Spiegel, who is executive vice president for marketing solutions and heads the media vertical for TransUnion.
Spiegel notes that Tru Optik’s data marketplace is “integrated with the leading buy- and sell-side platforms and is available now for streaming TV and audio campaigns.”
Andre Swanston, CEO and co-founder of Tru Optik, states that with the growth of connected and streaming media, brands need an “agnostic and impartial source of truth for identity and audience data.”