Tru Optik, the only audience measurement and data management platform built for over-the-top (OTT) television, today announced a partnership with NinthDecimal, the marketing platform powered by location data, that will allow marketers to leverage consumers’ physical-world shopping, dining and lifestyle behaviors for OTT television ad targeting and campaign performance assessment.
Powering NinthDecimal’s suite of products are trillions of data points generated every month from over 135 million unique devices. As the industry’s leading marketing platform, NinthDecimal creates an average of 10,000 custom segments annually for major brands, built on the signals that deliver the best campaign reach, accuracy and performance. By accumulating exact property boundaries across the U.S., NinthDecimal maps locations with the precision needed to reliably distinguish between consumers entering a store versus those simply walking by or standing in the parking lot.
Using Tru Optik’s recently launched OTT Marketing Cloud, marketers now have the unique ability to use NinthDecimal’s audience intelligence in conjunction with other CRM data to activate cross-device, programmatic and direct OTT television campaigns. Brands can also use NinthDecimal’s audience intelligence for retargeting on Connected TV. 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.
