TransUnion to Acquire Audience Data Firm Tru Optik

In the US, consumer data and credit reporting agency TransUnion has agreed to acquire TV audience measurement firm Tru Optik, in which it was already an investor. Terms of the buy have not been disclosed.

Tru Optik's platform enables cross-screen targeting and attribution, by combining census-level over-the-top (OTT) viewer data with third party demographic, lifestyle and purchase data. In August, the firm launched a self-service data marketplace to power Connected TV (CTV), streaming audio, and gaming advertising, and expand cookie-less audience targeting across 80 million connected homes in the US.

In a statement, TransUnion said the two firms' complementary capabilities will provide its customers with the reach, accuracy and transparency missing in current identity and audience development products. The deal will also add to TransUnion's recent acquisitions of Signal, a specialist in real-time data collection and management; and online ad targeting firm TruSignal.

Tru Optik CEO and co-founder Andre Swanston says his firm will now be well-positioned to serve the industry as a 'leading identity solution' and data provider for all things streaming, now and into the future. Matt Spiegel, EVP Marketing Solutions and Media Vertical, TransUnion, adds: 'Tru Optik's 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'.

Web sites: www.transunion.com and www.truoptik.com .