TransUnion

Deal covers audience planning, custom audience creation and measurement

Connected TV campaign targeting made more precise

Media agencies can access insights about 250 million consumers across 80 million homes

Advertisers can access 19 million smart TV households and millions of mobile devices

TransUnion says trend is favorable for advertisers

Advertisers can fine-tune their CTV audience strategy

Advertisers can combine audiences in programmatic private marketplaces

TVSquared, the TV ad measurement and attribution company, said it named Debbie Wogan chief revenue officer and Jessica Hindlian as senior VP of identity & partnerships.

Merkle said its Merkury identity resolution and data platform will be using TransUnion’s TruAudience Data Marketplace to enable people-based ad campaigns via connected TV.

TransUnion said it signed an agreement to acquire Neustar, a company with identity resolution capabilities used in connection with targeted marketing and fraud detection.