MediaMath DSP Adds Tru Optik CTV Audiences

Here’s another ID hookup: DSP MediaMath will incorporate Tru Optik’s Data Marketplace of connected TV and other device-based audience segments covering 80 million U.S. households.  The Tru Optik segments are based on behaviors, interests, and demographic data from multiple sources.  You may recall that Tru Optik was purchased by TransUnion last October.

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April 12, 2021
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The Trade Desk and Publicis Epsilon Link Cookieless Customer IDs

April 12, 2021

Publicis and The Trade Desk have agreed to connect Publicis-owned Epsilon’s CORE ID customer identity platform with The Trade Desk-run Unified ID.  The deal will improve ad targeting by giving The Trade Desk clients access to the 250 million cross-device “consumer identities” in 125 million U.S. households that Epsilon collects from publishers and transactions.  The Trade Desk will be the exclusive DSP for CORE ID.

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Just 17% of Martech System Replacements Are Home-Built: MarTech Report

July 7, 2022

The build-vs-buy debate never ends, and sometimes build really makes sense.  But buy is clearly the way to bet: just 17% of martech replacement projects chose a homegrown solution this year, according to this MarTech survey.  That’s down from 31% the year before.  CDPs were among the least common replacements, maybe because they’re awesome and maybe because most CDP implementations are fairly new.  Download for more fun facts.

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