TransUnion Merges Businesses to Create TruAudience

In the US, consumer data and credit reporting agency TransUnion has merged three of its recent acquisitions to launch a solution called TruAudience, driving identity and data capabilities for omnichannel advertising.

TransUnion boasts a presence in more than 30 countries across five continents and has made more than a dozen acquisitions in recent years. In 2019, it bought predictive scoring and ad targeting specialist TruSignal and invested in TV audience measurement firm Tru Optik, and last year, it bought Signal Digital, a specialist in real-time data collection and management.

Its new TruAudience integrates the technology and expertise from these three companies, bringing together insights into 98% of US adults and more than 127 million homes. The merged solution includes three offerings: TruAudience Identity, which provides an omnichannel analysis of individuals, devices and households; TruAudience Data Marketplace, offering a view of identity to help engage connected consumers as they watch video, listen to audio and play games, and featuring audience segments from partners including Kantar, Comscore, IHS Market, Lotame, and NCSolutions; and the TruAudience Platform, which uses the proprietary identity graph for audience creation.

Matt Spiegel (pictured), EVP of Marketing Solutions and Head of Media and Entertainment Vertical, TransUnion, comments: 'The marketing and advertising sector is on the precipice of reinvention with the demise of third-party cookies, the rise of privacy-centric solutions and the overarching need for brands to break down silos and communicate to consumers across channels. TruAudience addresses all of these factors which is why industry leaders leverage the TruAudience identity graph as the backbone of their data and identity capabilities.'

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