TransUnion, Diving Into CTV, Buys Data Company

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TruOptik to help build audience and identity products

(Image credit: TransUnion)

TransUnion, which has consumer and credit information on individuals, is expanding into the connected TV space by buying data company TruOptik.

(Image credit: Future)

Financial terms were not disclosed.

The move continues a trend of small data companies being swallowed up as the stakes in over-the-top increase and the industry consolidates.

TransUnion noted that connected TV has become an increasingly important way consumer are getting long-form content. With cookie disappearing as a way for marketers to identify targets, it needs new form of analytics to identify audiences for advertisers.

TransUnion had previously acquired Signal and TruSignal before agreeing to acquire Tru Optik.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.