TransUnion Teams With Crackle Connex To Create Custom Audiences

 Philippe Guelton Crackle Connex at NewFront
Philippe Guelton introduces Crackle Connex at NewFront (Image credit: Crackle Connex)

TransUnion said it is working with Crackle Connex, Chicken Soup For the Soul Entertainment’s advertising sales unit, to create custom audiences from first-party viewership data.

The companies will also create ways to retarget viewers of connected TV campaigns at Chicken Soup’s Redbox kiosks.

“Working with TransUnion further increases the value of brand marketers’ advertising dollars so they get more bang for their buck when working with Crackle Connex,” said Philippe Guelton, chief revenue officer of Chicken Soup for the Soul Entertainment. 

“This partnership enables us to bring powerful advertising solutions to our partners looking to leverage the full-funnel metrics that CTV and DOOH can offer. We are excited to offer dynamic data-driven solutions while delivering premium streaming programming and a more connected, engaging experience for U.S. viewers looking for premium video entertainment,” Guelton said.

TransUnion’s TruAudience marketing solutions business  will enable Crackle Connex and Redbox to generate audience insights, extend audience reach with advanced modeling capabilities and build custom audiences using persistent identity-bases signals.

“This collaboration demonstrates how our marketing solutions business provides leaders across the media and marketing world the identity-backed audience solutions they need to reach people as simply and effectively as possible across all media, whether programmatic display or CTV, email or streaming audio,” said Julie Clark, senior VP  of the media & entertainment business at TransUnion.

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.