Digital audio ad network Targetspot will integrate Tru Optik’s data management platform into its digital audio advertising system, bringing advanced audience targeting to its clients.
Targetspot is one of the original players in the online audio ad space, dating back to 2007. It’s now a division of global ad-tech company AudioValley. It connects some 2,000 advertisers across the globe with premium publisher inventory.
Tru Optik is a data and measurement company focused on connected TV, streaming audio and gaming. Last October it was acquired by TransUnion, the third largest credit reporting agency and one of the largest providers of data.
Through the integration, buyers and sellers will be able to identify and segment audiences across mobile and streaming audio devices, including smart speakers. In addition, media companies and audio advertisers will be able to leverage Targetspot’s audio inventory with data sets of consumer and behavioral insights across streaming audio and podcasts. Mapped against Tru Optik’s patented Household Graph of 80 million U.S. homes, the two companies say advertisers will have advanced audio targeting capabilities that result in precise, effective and cost-efficient advertising campaigns across mobile, smart speakers and even gaming consoles.
"Tru Optik is the ideal partner to complement Targetspot's multidimensional approach to digital audio,” said Richard Kosinski, Executive VP of Sales for Tru Optik. “We're helping Targetspot both understand their audience composition and activate tens of thousands of audience segments across their aggregated publisher supply of streaming audio and podcasts, leading to better client outcomes.”
Dominick Milano, Senior VP/Sales & Business Development, North America at Targetspot said that mapping its audience against Tru Optik’s Household Graph will allow Targetspot “to offer household level addressability, both third-party and first-party data, tied directly to our inventory partners. This will ensure that Targetspot can offer the highest scale and accuracy possible, in both targeting and reporting,” he added.
Lauren Russo, Executive VP and Managing Partner of Audio Investment at ad agency Horizon Media, said the ability to inform its negotiations by using a data-driven strategy to engage consumers “not only supports the evolution of audio but more importantly helps us deliver our client’s message to the desired consumer. The collaboration between Targetspot and Tru Optik will allow us to connect with those audiences in a one-to-one environment,” she added.