TransUnion Accelerates Strategic Focus on Identity-Enabled Marketing Solutions with Agreement to Acquire Tru Optik
October 01 2020 - 7:00AM
Building on recent investments in identity and consumer insights
for marketing, TransUnion has agreed to acquire Tru Optik. Tru
Optik is the most relied upon data marketplace and data management
platform for connected TV, streaming audio and gaming. Their
patented household graph of more than 80 million U.S. homes enables
household-level identity, targeting and measurement across
connected TV, smart speakers, gaming consoles and other connected
devices. Tru Optik and TransUnion’s complementary capabilities will
provide TransUnion’s expanded customer base with the reach,
accuracy and transparency missing in current identity and audience
development products.
“Connected TV has quickly become most consumers’ preferred way
to access long form video content. With the standard digital
identity signals being sunset, marketers and media companies are
looking toward a new generation of identity and audience products
to reach the right people and households,” said Matt Spiegel, EVP
marketing solutions and media vertical, TransUnion. “Tru Optik has
been at the forefront of innovation in this area. Their data
marketplace is integrated with the leading buy- and sell-side
platforms and is available now for streaming TV and audio
campaigns. By bringing our two companies together, our combined
assets will result in an expanded suite of solutions that modern
marketing requires.”
As a global information and insights company, TransUnion’s
robust consumer data and identity footprint, data modeling and
precision data matching expertise, along with cross-category
industry knowledge, are critical to effective people-based
marketing and meaningfully differentiated from pure digital-data
companies. TransUnion and Tru Optik together will address unmet
market needs with a focus on streaming TV/audio as part of an
omni-channel identity strategy. The combined offering will provide
the depth of consumer intelligence necessary for advertisers to
connect people with relevant messages.
Tru Optik’s data marketplace is currently used by thousands of
brands, and its data management platform has seen more than 600%
growth, year-over-year. Combining both companies' collective data
sets, analytic capabilities and market connectivity, TransUnion and
Tru Optik will be able to more precisely — and with greater scale —
match individuals and households across the physical and digital
worlds.
“As hundreds of millions of consumers and billions of dollars of
advertising continue to shift to connected and streaming media, it
is imperative that the advertising and media industry have a
trusted, agnostic and impartial source of truth for identity and
audience data,” said Andre Swanston, CEO and co-founder, Tru Optik.
“As a part of TransUnion, and combined with our first mover status
and existing market partnerships, we are well-positioned to serve
the industry as a leading identity solution and data provider for
all things streaming, now and into the future.”
In combination with TransUnion’s recent acquisition of Signal
and previous acquisition of TruSignal, our commitment to Tru Optik
clearly demonstrates TransUnion is a hub of future-facing marketing
solutions designed for the digitally-connected era.
The transaction is expected to close upon the satisfaction of
customary closing conditions.
About TransUnion (NYSE:TRU)TransUnion is a
global information and insights company that makes trust possible
in the modern economy. We do this by providing a comprehensive
picture of each person so they can be reliably and safely
represented in the marketplace. As a result, businesses and
consumers can transact with confidence and achieve great things. We
call this Information for Good®.
A leading presence in more than 30 countries across five
continents, TransUnion provides solutions that help create economic
opportunity, great experiences and personal empowerment for
hundreds of millions of people.
http://www.transunion.com/business
About Tru OptikTru Optik
identity resolution powers the streaming media ecosystem. Tru
Optik’s patented Household Graph™ of more than 80 million U.S.
homes enables the world's leading brands, agencies, media
companies, and platforms to engage consumers across OTT, streaming
audio, and gaming with unmatched scale, accuracy and privacy
compliance. To learn more about Tru Optik
visit: www.truoptik.com.
Contact |
Dave
Blumberg |
|
TransUnion |
E-mail |
david.blumberg@transunion.com |
Telephone |
312-972-6646 |
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