Oracle Data Cloud is making its audience data available for over-the-top (OTT) marketing campaigns through an integration with data-management platform (DMP) Tru Optik.
Tru Optik will sync Oracle's data marketplace with its OTT household identity graph of over 75m homes to, for example, create customizable audience segments for marketers to optimize their OTT and connected TV (CTV) strategies.
This is Oracle's first integration with a DMP focused on OTT and CTV.
OTT is generally considered professionally produced content distributed across internet-enabled devices. CTV is an internet-enabled television either by devices like Chromecast or Roku, consoles like Playstation, or smart TVs.
As advertisers continue to invest in CTV, Tru Optik co-founder and chief executive officer Andre Swanston said this integration lets brands and agencies continue their marketing strategy "on the newest, biggest, hottest screen".
"CTV is not just one operating system. In 2019, there's no one device manufacturer or operating system that has enough market share to be a standalone solution for reaching consumers across CTV.
"This is the first time that this data is going to be scalable and actionable across all distribution points in CTV. It dramatically increases the value, the accessibility and the scale of this offering," said Swanston.
Though Tru Optik is just a six-year-old company, Swanston half-jokingly called bigger players startups in CTV because they're not native to the space.
"Some of the ways that people are [advertising on CTV] is just taking data or signals that they may have from individuals, coming from cookies or mobile device IDs, and then just trying to associate that ad hoc on their own to connected tv devices that they may see in the household," said Swanston.
This can mischaracterize households, thus leading to targetability issues, and it can even associate an active user's portable device to multiple homes.