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