Tru Optik, in the US which specialises in tracking audiences for OTT content said that it has started working with NinthDecimal, a marketing platform that is location-based, to allow targeting of advertising based on the location of viewers. NinthDecimal says it has ‘exact property boundaries’ across the US and can differentiate between consumers entering a store versus those simply walking by or standing in the parking lot. The firm ‘knows where the user lives’ and said that, for example, if a prospective customer visits a department store, or a nearby competitor, marketers can reach that person in a privacy-compliant environment with TV ads on their Roku, Apple TV, PlayStation or other OTT device.
Analyst Comment
At the end of last year, True Optik made a partnership with NPD which is the dominant supplier of retail data in the UK. (BR) (NPD Partners with Tru Optik on OTT TV Data)
