SAN JUAN, Puerto Rico — For some devices, ad targeting is all about profiling and reaching individual users with laser precision.<\/p>\n
The emerging online TV landscape is a little different. After all, television – at least, the one that persists in the corner or on the wall of a living room is a shared device.<\/p>\n
“Connected TV is it’s all about the household, for both targeting and measurement,” says Tru Optik COO Frans Vermeulen in this video interview with Beet.TV.<\/p>\n
Vermeulen’s\u00a0\u00a0Tru Optik<\/a> is a data management platform which facilitates ads for connected TV platforms.<\/p>\n Earlier, the company partnered with SpotX to create a connected TV ads marketplace<\/a>\u00a0and launched a suite to support the measurement of connected TV ad efficacy.<\/p>\n Vermeulen had been VP of advanced strategy and operations at Comcast before he joined Tru Optik in April<\/a>.<\/p>\n Now the company is connecting with Amobee, another ad-tech firm, to help the latter’s customers better target connected TV ads.<\/p>\n Describing the integration,\u00a0Vermeulen says: “(It) is the ability to do targeting at the household level from our cross section of 3,000 – at this point and growing – syndicated (consumer data) segments.<\/p>\n “So, any client of Amobee can just log into the platform, select Tru Optik as a data partner, and then access those 3,000 segments from the classic syndicated segment providers – like IHS for auto, comScore for demo(graphics) and 3,000 other ones.”<\/p>\n