As Tru Optik enhances its OTT Household Graph with audience data from the Oracle Data Cloud, it’s expanded its management ranks with the additions of Richard Kosinski as EVP of Sales and Jonathan Bokor in the role of Chief Privacy and Business Affairs Officer.
Kosinksi’s digital background spans such media companies as Forbes, Yahoo!, Westwood One, Quantcast and Receptiv, while Bokor hails from Publicis Media, where he was SVP of Precision Video. The hires are a sign that Tru Optik is “listening to what the market needs and bringing on the right people,” Kosinksi explains in this interview with Beet.TV.
Tru Optik services content producers, broadcasters and publishers, and agencies and marketers with what it calls its “core asset,” the OTT Household Graph representing 75 million homes. “We today have mapped, via direct measurement over eighty percent of all connected TV households,” says Kosinski.
On the targeting side, Tru Optik helps agencies and marketers use precise targeting of segments “that they’re very familiar with” and can access via their DSP’s with inventory available through its partnership with SpotX.
For measurement, the company provides transparency in connected-TV households in real time, according to Kosinski. It can determine reach against an audience, frequency of those audiences and in-target reach against them.
Some 92 million U.S. households have a smart TV, which Tru Optik uses as the “anchor” of its graph. Given the proliferation of other viewing devices, the company is able to aggregate “all of these different and disparate signals” into one common, household number. It provides other solutions based on the individual devices as well.
Tru Optik is the first connected-TV DMP to utilize the Oracle Data Cloud in an integrated audience solution, as MediaPost reports.
Beet.TV recorded this interview at the Advanced Advertising Summit in New York City.
