A new agreement gives Tremor International exclusive access to automatic content recognition (ACR) data from smart TVs using the VIDAA operating system.
ACR-based viewing habits data, which includes linear as well as connected television, can help enhance targeting and reduce audience duplication, but much of it is behind walled gardens.
VIDAA, which is installed on most Hisense TVs and integrated by Toshiba, among other original equipment manufacturers (OEMs), provides access to ACR data from about 20 million smart TVs worldwide.
According to Tremor, when it integrates the ACR data into its Tremor Video demand-side platform for advertisers and Unruly supply-side platform for publishers as of May 1, 2022, it will be the only end-to-end technology platform with direct access to OEM ACR data for targeting purposes outside the walled gardens.
The two platforms will also offer proprietary measurement capabilities for TV campaigns.
The initial ACR offering will include data from the U.S., Canada, U.K., Germany, France, Italy, Spain, Portugal, Netherlands, Australia, and Japan.