TransUnion and supply-side platform Magnite have expanded their TruAudience Data Marketplace beyond connected TV (CTV) to reach audiences across digital media channels including streaming video, audio, gaming and digital out-of-home.
The marketplace reaches more than 80 million connected U.S. homes.
Connected TVs, smart speakers and gaming consoles can’t be reached using legacy digital identifiers such as cookie-based audiences. The marketplace’s ability to provide a more accurate view of identity and its audience-building and targeting capabilities will be enhanced by the omnichannel expansion, according to the companies.
It will also help publishers monetize more inventory, resulting in better targeting opportunities and increased revenue, especially with the growth of streaming audio and gaming channels, they say.