Here’s another option for TV audience targeting: OpenAP has launched OpenID, which combines individual-level data from TransUnion and TV household data from Tru Optik. Advertisers will use the data to define audiences and then match them against viewership data and platform IDs to build media plans. The OpenIDs will also be interoperable with Unified ID 2.0 created by The Trade Desk.
Verizon Media and VIZIO have partnered to better exploit data from VIZIO’s 18 million smart TV for ad targeting. The deal will let Verizon supplement its own customer information with VIZIO’s Inscape data on TV viewership, for better ad targeting and measurement.
Google Cloud keeps adding partners that expand its customer data management capabilities. The latest is Acxiom, which will make its marketing analytics, data management, and compiled data sets available in the Google Cloud environment. The deal is mostly about Acxiom running its services on Google Cloud, not making Acxiom data more easily available.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.