Step by step, internet-based TV programs are becoming full-fledged citizens of the digital ad ecosystem.
The latest step is a partnership announced this week between ad platform AppNexus’s existing Connected TV marketplace and Over-the-Top (OTT) data management platform (DMP) Tru Optik’s OTT Marketing Cloud.
The companies say it creates the first OTT Supply Side Platform (SSP) where inventory holders — that is, publishers and networks — can offer validated audience segments to advertisers in a private marketplace. Tru Optik’s DMP provides more than 10,000 audience segments, such as males 18-34.
Tru Optik CEO and co-founder Andre Swanston told me that this partnership is not only AppNexus’s first partnership with an OTT DMP, but the first by any SSP with an OTT DMP.