The partnership will see Deep Root integrate its audience segments covering politics, public affairs and corporate advocacy with True Optik’s political data.

It will offer media companies and political advertisers access to political audience-based segments across over-the-top (OTT) and connected TV. 

Tru Optik’s political data cloud allows political advertisers to target specific voter groups on a local, state or national level across factors such as party affiliation, past voting behaviour and views on election issues.

Richard Kosinski, executive vice-president of sales at Tru Optik, said: “Now, more than ever, registered voters are engaging in content from connected TV. Political candidates, campaigns and advocacy groups must recognise this and leverage these platforms in order to reach targeted voter audiences.”

David Seawright, chief revenue officer at Deep Root Analytics, said: “This partnership will allow agencies and advertisers to leverage Deep Root’s premium audiences in new ways and will elevate their digital targeting capabilities across an increasingly fractured landscape.”