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Two Data Companies Merge In Deal That Could Expand Digital Audio Targeting Options.

The merger of a pair of sophisticated audience data companies could bring more ad targeting options to streaming audio. Tru Optik, a data and measurement company focused on connected TV, streaming audio, and gaming, has been acquired by global information company TransUnion, the third-largest credit reporting agency and one of the largest providers of data. 

The terms of the transaction were not disclosed. 

At the core of Tru Optik’s business is a database of 80 million U.S. households that enables household-level identity, targeting, and measurement across connected TV, smart speakers, gaming consoles, and other connected devices.

The companies say their complementary capabilities will provide TransUnion’s expanded customer base with the reach, accuracy and transparency missing in current identity and audience development products.

Audio has been a fast-growing channel for Tru Optik, which provides ad targeting data to Triton Digital for digital audio listening in the home, where a significant portion of streaming listening takes place. As part of its household graph, it can identify what other devices are present in the household and can layer on additional audience targeting data about individuals in the household from third party providers. The data helps ensure the right ads are being delivered to the right household. 

“With the standard digital identity signals being sunset, marketers and media companies are looking toward a new generation of identity and audience products to reach the right people and households,” said Matt Spiegel, EVP Marketing Solutions And Media Vertical, TransUnion. “Tru Optik has been at the forefront of innovation in this area. Their data marketplace is integrated with the leading buy- and sell-side platforms and is available now for streaming TV and audio campaigns. By bringing our two companies together, our combined assets will result in an expanded suite of solutions that modern marketing requires.”

TransUnion uses consumer data and identity footprint, data modeling, and precision data matching to provide people-based marketing, which it says differentiates itself from pure digital-data companies. The two data companies say they will address unmet market needs with a focus on streaming TV and audio as part of an omnichannel identity strategy. The combined offering “will provide the depth of consumer intelligence necessary for advertisers to connect people with relevant messages,” the companies said in a press release.

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