Key Integration Expands Adelphic’s Audience Forecasting and Targeting Capabilities
IRVINE, Calif.–Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, and Tru Optik, a TransUnion company and definitive destination for those who buy and sell third-party segments for audience-based targeting on Connected TV (CTV), streaming audio and in-game advertising, today announced the successful integration of Tru Optik’s Data Marketplace into Viant’s Adelphic® advertising software. The Tru Optik integration expands Adelphic’s pool of Connected TV (CTV), Over-The-Top (OTT), and audio audience segments.
According to eMarketer, U.S. CTV advertising is forecasted to grow to $18.3 billion, and U.S. digital audio advertising is forecasted to grow to $6.3 billion by 2024. Marketers are allocating significant budget to these growing channels.
“The industry continues to see accelerating growth in CTV-related advertising,” said Jon Schulz, Chief Marketing Officer, Viant. “We are pleased to partner with Tru Optik to provide brands and agencies with the additional audience activation options marketers need to run successful campaigns on hot channels like CTV.”
“Integrating seamlessly with the Adelphic software maximizes the value of our data, making it more actionable for audience forecasting and targeting,” said Frans Vermeulen, Chief Operating Officer, Tru Optik. “We are pleased to provide high-octane audiences to Adelphic clients to power streaming media and connected device targeting.”
About Tru Optik, a TransUnion Company
A TransUnion Company, Tru Optik’s identity resolution powers the streaming media advertising ecosystem. Tru Optik’s patented Household Graph™ of more than 80 million U.S. homes enables the world’s leading brands, agencies, media companies and platforms to engage consumers across connected media, including connected TV, streaming audio and cloud-based gaming with scale and accuracy. Our Data Marketplace is the definitive destination to buy and sell third-party data that powers connected media targeting, activation and measurement. To learn more about Tru Optik visit: www.truoptik.com
Viant® is a leading people-based advertising software company that enables marketers and their agencies to centralize the planning, buying and measurement of their advertising investments across most channels. Viant’s self-service Demand Side Platform (DSP), Adelphic®, is an enterprise software platform enabling marketers to execute programmatic advertising campaigns across Connected TV, Linear TV, mobile, desktop, audio and digital out-of-home channels. Viant’s Identity Resolution capabilities have linked 115 million U.S. households to more than 1 billion connected devices and is combined with access to more than 280,000 audience attributes from more than 70 people-based data partners. Viant is an Advertising Age 2021 Best Places to Work award winner and Adelphic is featured on AdExchanger’s 2021 Programmatic Power Players list. To learn more, visit viantinc.com and adelphic.com or follow us on Facebook, Twitter, Instagram, LinkedIn and YouTube.
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