Tru Optik and Millward Brown Link TV Ads and Sales

In the US, cookie-less audience measurement specialist Tru Optik has partnered with Kantar Millward Brown, to help advertisers attribute brand sales to OTT ad campaigns.

Kantar Millward Brown's proprietary Ignite Network of data partnerships gives it access to purchase data for more than a dozen industries across tens of millions of US households, using a variety of data sources including credit and loyalty card use, and POS records. Sales linkages are available for industries including automotive, CPG, pharma, consumer electronics, retail, travel, hospitality and entertainment.

Tru Optik's cross-device OTT ad exposure data will now be anonymously matched to the Ignite purchase data, in order to link ad exposure to sales impact. Andre Swanston (pictured), CEO and co-founder of Tru Optik, comments: 'Even though consumers are streaming more television than ever before, brands have been challenged to measure the ROI of their CTV / OTT ad spend, leaving them hesitant to shift dollars to this medium. By connecting Kantar Millward Brown's large-scale panel to our OTT Marketing Cloud, we have removed this barrier and can now provide brands access to true, deterministic campaign attribution that accounts for exposure across all OTT screens'.

Web sites: www.truoptik.com and www.millwardbrown.co.uk .