Tru Optik, the audience measurement and data management platform compatible with Connected TVs, has announced a global partnership with Lotame, the independent data management platform (DMP) and data exchange. Through the partnership, advertisers and publishers can access Lotame’s global, first-party data and audience segments to create targeted OTT and Connected TV campaigns around the world – including the US, Canada, Asia-Pacific, Europe and Latin America. Lotame’s audience segments are available through Tru Optik’s OTT Marketing Cloud.

“The integration of Lotame’s audience segments into our Marketing Cloud allows us to expand our geographic reach by providing advertisers and agencies with global data for OTT campaign targeting,” said Andre Swanston, CEO of Tru Optik. “Partnering with one of the largest and most trusted data management platforms validates the robust platform we have built to activate and measure OTT campaigns across all screens. It also provides advertisers that currently use Lotame’s segments for desktop and mobile audience targeting an analogous solution for OTT to extend their audience buys across Connected TV.”

“Connected TV is one of the fastest growing opportunities, and this partnership with Tru Optik will provide real value to our clients by enabling them to purchase OTT inventory and activate campaigns using the same segments that they target on desktop and mobile, ultimately providing a more seamless consumer experience and more efficient campaign management,” added Ryan Reed, Director of Innovation, TV/Radio at Lotame.

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