MediaMath Adds Tru Optik Data Marketplace to CTV Platform


MediaMath said it made a deal to make Tru Optik’s Data Marketplace available in its connected TV media buying platform.

MediaMath’s digital supply chain Source infrastructure gives buyer access to CTV inventory with fee visibility and fraud protections. Adding Tru Optik’s data is part of MediaMath’s agnostic approach to identity at a time when cookies are being eliminated. 

Read Also: MediaMath's Source Completes Integration of Merkle's Cookie-Free ID

“As we have re-architected Source's identity stack, we have taken a signal agnostic approach that respects consumer privacy and provides the addressability and targeting capabilities brands need to execute their ad campaigns confidently across all channels," said Anudit Vikram, chief product officer at MediaMath. "We partnered with Tru Optik because of their innovative data-driven CTV targeting technology and we're excited to continue maximizing the ROI of customers' advertising efforts as they diversify their marketing budgets. This integration is an important piece of Source's mission to redesign the digital media landscape without the use of third-party cookies." 

Read Also: Comscore, MediaMath Team on Contextual CTV Programmatic

“Partnerships like this ensure connected TV buying checks all the necessary boxes from a targeting, scale and privacy standpoint,” said Daniel Church, head of advanced TV product at Beachfront. “This becomes increasingly important as addressable TV matures and our industry aims to empower advertisers to make single, audience-based buys across  connected TV and legacy TV inventory.”

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.