Tru Optik

Tru Optik is a data marketplace and management platform focused on identity resolution for the streaming media and connected device ecosystem. The company was acquired by TransUnion in October 2020. Its core service is centered around its patented Household Graph™, which maps over 80 million U.S. homes, enabling clients to perform household-level identity, targeting, and measurement across connected TV (CTV), streaming audio, and gaming consoles. This technology allows brands, agencies, and media companies to engage consumers with greater scale and accuracy while adhering to privacy compliance.

Founded in 2013 by Andre Swanston and Alex Geis, Tru Optik was established to provide audience intelligence for the media, entertainment, and advertising industries. Swanston, the CEO, had a background in finance at JPMorgan Chase and as an entrepreneur in the nightlife and restaurant industry before identifying an opportunity in the nascent streaming media analytics space. Geis, the CTO, brought experience in building complex software and hardware systems. The company foresaw the shift to over-the-top (OTT) media and positioned itself to dominate the connected TV data space years before it became a primary focus for the digital media industry.

The company's business model is based on generating revenue through subscription and service fees for access to its data management platform (DMP). Clients use the platform for audience segmentation, cross-device measurement, and real-time analytics to optimize advertising strategies. Tru Optik also monetizes its aggregated and anonymized data by providing audience insights to advertisers and content creators for more effective targeting. This allows clients to build custom audiences and measure campaign effectiveness, including reach, frequency, and device delivery.

Keywords: identity resolution, data management platform, connected TV, streaming media, audience measurement, OTT advertising, household graph, ad targeting, data marketplace, audience intelligence