The partnership will see CTV buyers and sellers using SpringServe’s management platform able to segment and target audiences based on data available through Tru Optik’s ‘Data Marketplace’. The partnership will also cover over-the-top (OTT) television.

Tru Optik was acquired by global information and insights firm TransUnion earlier this year, with an intention to focus on streaming television and audio through the companies’ joint platforms.

Frans Vermeulen, chief operating officer of Tru Optik, said: “Now that SpringServe has integrated the Tru Optik Data Marketplace, its customers are enabled with the ability to forecast and buy targeted audience segments in a privacy-compliant manner to measure audience reach and frequency during and after campaigns have run.”

Joe Hirsch, chief executive of SpringServe, said: “The Tru Optik Data Marketplace dramatically expands our third-party data library and empowers our suppliers to sell against deterministic data.”