Tru Optik, the audience intelligence and data-management platform across OTT and connected TV (CTV) has announced the full release of its Cross-Screen Audience Validation (CAV) service which provides de-duplicated household-level reach and frequency, device authentication, and advanced audience validation for OTT and CTV campaigns. This announcement marks the end of an 18-month closed beta period during which CAV was available to a select number of marketers, publishers and ad tech platforms.
“CAV is a major milestone that allows campaign measurement across Connected TV to catch up to consumer viewing behaviour and lets advertisers realise the promise of audience-based TV advertising,” said Andre Swanston, co-founder and CEO of Tru Optik.
“The industry’s ability to provide meaningful TV campaign measurement has not kept up with the changing viewing habits of consumers or the targeting choices now available to advertisers,” added David Wiesenfeld, Chief Strategist, Tru Optik. “Legacy panel-centric solutions are simply not viable when it comes to measuring and validating OTT campaigns.”