TiVo has announced a new deal with Tru Optik, the audience intelligence and data-management platform built for OTT television, designed to extend TiVo’s linear TV viewership data to the brands, agencies and publishers that leverage Tru Optik to build audience-based campaigns across OTT and Connected TV (CTV).
As part of the agreement, TiVo’s viewership data, which reaches across all 210 national DMAs and more than 2 million households, will now be available through Tru Optik’s OTT Marketing Cloud, combining the scale, reach and ad exposure of linear TV with the advanced targeting and measurement capabilities Tru Optik offers across OTT and CTV.
As part of the deal, Tru Optik users can now create custom segments based on TV viewing behaviours across linear and connected TV, enabling advertisers to more effectively reach cord shavers. The new deal will also enable advertisers to re-target linear TV ads to the same households on CTV. For example, a local auto dealer can re-target households on CTV that saw a national ad campaign for the automaker on linear TV. This expands the capabilities of the Targeted Audience Delivery engine from TiVo—the platform that is powered by the linear TV viewership to data—to support more diverse cross-platform solutions.