Tru Optik

MIAMI – Put several media industry professionals on a panel and ask them about the challenges of television and video audience measurement and you’re going to get lots of lively conversation. Along with some very blunt observations about just what’s holding back the progress of “advanced TV.” So it was at the recent Beet Retreat […]

MIAMI – Investor decks for martech ventures are typically rosy if not a bit over-the-top in their marketplace prognostications. Then there is the one that Tru Optik put together in 2014 as it tried to project the scale and growth for consumer uptake of OTT and connected-TV by 2018. “For every single one we actually […]

Under the partnership announced this week between AppNexus and Tru Optik, publishers will be able to pre-segment their connected-TV inventory and have private marketplace deal ID’s to control access to the inventory. “From a technological and logistical standpoint, it’s really a huge step forward for the entire industry,” says Andre Swanston, CEO and Co-Founder of […]

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]

While converged television and video advertising software provider Videology started on the demand-side of the ad business, it’s also had good traction on the supply side. Now it wants to be the unifying factor in making advanced TV the most effective and efficient it can be for both sides of the table. “What we’re trying […]

When it comes to the connected TV opportunity, many people are most excited about the opportunity to precision-target individual consumers using granular profile data. But that doesn’t mean demographics are done as a targeting mechanism. Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, is now partnering with […]

LAS VEGAS — On the spectrum of new-wave TV ad-targeting techniques, many executives are dreaming a degree of targeting precision that can customise ad delivery for individual TV viewers. That may be an intriguing possibility. Indeed, on many over-the-top devices, it may even be the norm. But, for a television industry whose infrastructure has been built up […]

Like most publishers, Newsy wants to reach consumers on every type of screen out there. But it’s particularly fixed on being on the biggest screens, as in the living room. And if it can disrupt the likes of CNN along the way, all the better. “The big picture for us is really moving toward the […]

LAS VEGAS — It may have started out by helping entertainment companies measure illegal P2P sharing, and may have helped those companies by advertising their shows back through P2P – but ad-tech vendor Tru Optik is moving forward as a data management platform for the next generation of connected TV. “We figured out how to measure […]

BOSTON – Despite the prevalence of binge viewing, as recently as 2015 marketers and media companies weren’t overly concerned about a shift to over-the-top viewing. “What we’re seeing is more of a sense of urgency in terms of trying to figure out how to measure, segment and do attribution as marketing dollars are starting to […]