Tru Optik raises $10m

US – TV audience intelligence and data management platform Tru Optik has secured $10m in funding in a venture round led by Mithera Capital with additional investment from TransUnion, Connecticut Innovations, Arab Angel Fund and Progress Ventures.

Smart TV streaming video VOD_crop

The investment will expand the company’s over-the-top (OTT) household graph, help it extend across other types of addressable advertising, and support international growth.

The company also said it would boost its sales and marketing activity as a result of the funding.

Tru Optik’s technology anonymously maps OTT screens across 80m US households and is used by agencies, advertisers, publishers and ad tech platforms for advanced audience targeting and measurement. The company recently partnered with Oracle to allow its Data Cloud segments to be used for OTT and connected TV targeting.

Andre Swanston, chief executive of Tru Optik, said: “This investment will allow us to better capitalise on our lead in this space and pull further ahead as we bring our suite of services to a global customer base.”

Mark Feldman, chief operating officer and managing director at Mithera Capital, said: “Tru Optik is the engine that drives advanced audience targeting and granular/actionable measurement for OTT advertising. Massive growth of OTT advertising is inevitable, and we are especially excited to get behind Tru Optik because they occupy a unique position in the future of television.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts