June 10, 2021 — BDEX, the first and largest data exchange platform in the US, is pleased to announce its over-the-top (OTT) and connected TV (CTV) segments are now available in Tru Optik’s Data Marketplace. BDEX’s data will connect to devices in households thereby enhancing the ability for advertisers to reach their audiences.
Through this new partnership, marketers will benefit from having tailored datasets that have more segments for targeting than are available in more traditional channels: data from connected TVs and smart devices offer valuable insights for TV marketers in ways web cookies and mobile identifiers fall short.
As an identity and data leader across the streaming media ecosystem, Tru Optik, a TransUnion company, helps marketers scale advertising efforts through a patented approach of relating connected devices, including TVs, smart speakers and gaming consoles, to residences across the United States.
BDEX will contribute datasets into this ecosystem through its data exchange of more than six billion unique IDs across 5,500 data categories, including its television audience set of nearly 14.5 billion data points. These audiences are in part amplified by BDEX’s recent partnership with TiVo, which brought BDEX’s data solutions to more advertisers while adding useful new insights into TiVo’s audiences comprised of millions of households.
Per November 2020 research by the Interactive Advertising Bureau (IAB), among US marketers with digital video in their budgets, 60% said they were shifting ad dollars from linear TV to CTV and OTT this year.
“Connected TV will be a key area of growth for the advertising industry as households shift attention to streamed content,” said David Finkelstein, CEO and Co-Founder of BDEX. “That’s why companies that rely on CTV advertising need to partner with firms like Tru Optik. Its diligently curated Data Marketplace supports TV marketers in strategic campaign decisions to connect with viewers personally in an increasingly competitive ecosystem.”