Tru Optik and TargetSmart partner on political targeting

Tru Optik’s political data cloud is used to target audiences for political and issue campaigns, while TargetSmart’s digital voter file combines voter data with digital and media tools.

The political data cloud allows audiences to be targeted based on measures including party affiliation, past voting behaviour and propensity to donate.

The companies said reaching voters across connected TV and smart speakers is "paramount for political advertisers", due to Covid-19 curtailing in-person campaign events and some demographics being less likely to watch linear TV.