In US, Tru Optik Partners with Kantar Millward Brown to Introduce Connected TV Sales Attribution

Andre Swanston

Andre Swanston

STAMFORD, CONN. (PRWEB) JANUARY 31, 2017 - Tru Optik, the only audience measurement and data management platform built for over-the-top (OTT), expands its capabilities through a partnership with Kantar Millward Brown, a leading global research agency specializing in ad effectiveness and media research. The partnership will enable advertisers to attribute brand sales to OTT ad campaigns through Tru Optik’s recently released OTT Marketing Cloud. Cross-device OTT ad exposure data will be anonymously matched to purchase data available through Kantar Millward Brown’s proprietary Ignite Network® to link ad exposure to sales impact.

Many marketers believe OTT will revolutionize TV advertising, enabling efficient and dynamic one-to-one consumer targeting across screens. With consumer adoption of OTT now mainstreaming – 65 percent of U.S. homes now own connected TV (CTV) devices to consume OTT content on living room screens – advertisers are seeking ways to prove the effectiveness of this channel.

“Even though consumers are streaming more television than ever before, brands have been challenged to measure the ROI of their CTV / OTT ad spend, leaving them hesitant to shift dollars to this medium,” said Andre Swanston [pictured], CEO and co-founder of Tru Optik. “By connecting Kantar Millward Brown’s large-scale panel to our OTT Marketing Cloud, we have removed this barrier and can now provide brands access to true, deterministic campaign attribution that accounts for exposure across all OTT screens.” More...