Tru Optik raises $10m

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.”