TransUnion will continue its expansion from providing consumer financial profiles into powering advertising transactions with audience data, by fully acquiring Tru Optik.<\/p>\n
Tru Optik is a data marketplace and management platform that includes the behavior of more than 80 million homes on connected TV, streaming audio and gaming. Deal terms were not immediately disclosed.<\/p>\n
TransUnion already made an investment in Tru Optik<\/a> in April 2019. At the time, in this video interview we are republishing today, Tru Optik CEO Andre Swanston said data security issues had been at the forefront.<\/p>\n “TransUnion seemed to care more about than probably anybody that we\u2019ve talked to in the industry,” Swanston said<\/a>. “A lot of the diligence process was around privacy policies and data security.”<\/p>\n At the same time, TransUnion’s Matt Spiegel said<\/a>: \u201cWhat Tru Optik has built is an aggregator of that kind of data stack, that data marketplace, and we think has the best one that we\u2019ve seen in the marketplace.<\/p>\n \u201cWe loved their approach to the market \u2026 being this kind of connective tissue between different source of inventory, different sources of data, to make the ability to transact in this OTT world much more simple and scalable.\u201d<\/p>\n‘Connective tissue’<\/h2>\n