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Pluto TV selects Tru Optik for ad targeting

US internet TV service, Pluto TV, has selected Tru Optik, to power audience-based advertising and campaign measurement across its over-the-top and connected TV inventory.

As part of the deal, Pluto TV will use precision audience targeting, validation and measurement, enabling advertisers to reach consumers based on age, gender and custom segments.

“By leveraging Tru Optik’s household graph, we will provide every brand partner with an unparalleled targeting, measurement and validation offering,” said Rich Calacci, chief revenue officer, Pluto TV.

“Pluto TV has received unprecedented demand from national advertisers striving to reach cord cutters and cord shavers. As a result of this alliance, our entire viewable inventory has increased in value and effectiveness at reaching specific audiences via data-led direct sales efforts and, at the same time, Tru Optik’s household-level targeting options will seek to reduce duplication and increase yield for all of our programmatic sales channels.”