Tru Optik, the audience intelligence and data-management platform, has announced a partnership with ZypMedia, an enterprise software company for local advertising, to power an OTT marketplace for Sinclair Broadcast Group. This partnership provides local advertisers with the ability to use ZypMedia’s platform to create targeted campaigns across all CTV screens using third party demographic data and advertiser first party data.
Raman Ahuja, Co-Founder and CTO of ZypMedia, said, “Our integration with Tru Optik will allow us to power the same data-driven targeting across CTV and OTT that many of the largest media companies in America already rely on us for across digital, social, and omnichannel local marketing. We are arming local advertisers with the same capabilities as large national advertisers, but with an emphasis on catering to the intricacies of each local community and their target consumers.”
“The Tru Optik / ZypMedia partnership is a big deal because of the growing need for small and midsized businesses to efficiently reach local consumers across Connected TV,” said Rob Weisbord, Chief Revenue Officer for Sinclair. “No one understands the needs of local advertisers better than the local sales reps serving them. At Sinclair, we are dedicated to providing our sales reps with the tools and capabilities required to best serve advertisers in their markets. This partnership will allow Sinclair to leverage more targeting and measurement across more CTV inventory than any other local market sales team in the US.”