Tru Optik, Experian Team on OTT Measurement

Tracking service aims to provide real-time, multiscreen data

Streaming media data company Tru Optik and Experian Marketing Services have teamed up to offer a new OTT tracking service, one that promises to provide real-time, multiscreen data for OTT programming and viewer ad exposure.

Stamford, Conn.-based Tru Optik will use Experian’s ConsumerView marketing database to offer its clients data on OTT ad exposure — segmented by lifestyle, demographics and purchases — with the hopes of offering a more comprehensive look at the habits of OTT consumers.

“If you can’t fully measure it, you can’t fully monetize it,” Tru Optik CEO Andre Swanston said in a statement. “Tru Optik’s technology and first-party data combined with Experian’s data will enable media companies and advertisers to understand and value audiences for OTT content."

Read more at B&C.