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TransUnion, Diving Into CTV, Buys Data Company

(Image credit: TransUnion)

TransUnion, which has consumer and credit information on individuals, is expanding into the connected TV space by buying data company TruOptik.

(Image credit: Future)

Financial terms were not disclosed.

The move continues a trend of small data companies being swallowed up as the stakes in over-the-top increase and the industry consolidates.

TransUnion noted that connected TV has become an increasingly important way consumer are getting long-form content. With cookie disappearing as a way for marketers to identify targets, it needs new form of analytics to identify audiences for advertisers.

TransUnion had previously acquired Signal and TruSignal before agreeing to acquire Tru Optik.