Pluto TV, the free Internet television service in the US, has selected Tru Optik, the audience intelligence and data-management platform across OTT and connected TV (CTV), to power audience-based advertising and campaign measurement across Pluto’s OTT and CTV inventory.
As part of the deal, Pluto TV is now leveraging precision audience targeting, validation and measurement powered by Tru Optik’s OTT Marketing Cloud, mapped to over 75 million US homes. Pluto TV enables advertisers to reach consumers based on age and gender guarantees, and also provides thousands of customised consumer segments available through its direct sales channels. This enables, targeting based on advanced audience characteristics covering every major advertising vertical including demographic, auto, finance, CPG, entertainment, travel and more, and can be combined with an advertisers’ first party data.
“By leveraging Tru Optik’s household graph, we will provide every brand partner with an unparalleled targeting, measurement and validation offering,” states Rich Calacci, Chief Revenue Officer, Pluto TV. “As the leading ad-supported streaming service, Pluto TV has received unprecedented demand from national advertisers striving to reach cord cutters and cord shavers. As a result of this alliance, our entire viewable inventory has increased in value and effectiveness at reaching specific audiences via data-led direct sales efforts and, at the same time, Tru Optik’s household-level targeting options will seek to reduce duplication and increase yield for all of our programmatic sales channels.”