Nielsen is almost ready for a full commercial launch of the targeted-buying solution it has been beta-testing with several TV networks, after striking a data partnership<\/a> with newly-acquired Tru Optik.<\/p>\n Nielsen recently began working with seven US TV networks to beta-test addressable advertising technology for linear TV. Then Univision joined A+E Networks, AMC Networks, ViacomCBS, Discovery, Fox, NBCUniversal and WarnerMedia.<\/p>\n In this video interview with Beet.TV, Nielsen’s SVP for product management in advanced video advertising and identity, Jessica Hindlian, says that partnership is “foundational” to what will now be an imminent fuller launch.<\/p>\n Tru Optik brings an “identity graph” of information on 80 million US connected TV households. That has now enriched the data of Nielsen’s own solution.<\/p>\n “The partnership<\/a> with Tru Optik is very important because it will provide a baseline from which we can match our OEM smart TV device footprint to a strong identity backbone to really allow us to target at scale on our own footprint addressably,” Hindlian says.<\/p>\n “With the combination of our device footprint and Tru Optik’s graph, we can ensure that there are real households at the other end receiving the message.”<\/p>\n Consumer data company TransUnion recently said it would acquire<\/a> Tru Optik to build out its own media targeting business.\u00a0 That deal has closed.<\/p>\n TransUnion to Acquire Tru Optik To Bolster Connected Identity Matching<\/a><\/p><\/blockquote>\nIdentity graph for TV<\/h2>\n