TransUnion and FreeWheel Announce Expanded Partnership to Improve Audience Match Rates in TV Advertising Ecosystem
28 November 2023 - 2:02PM
TransUnion (NYSE: TRU) today announced an expanded partnership with
FreeWheel, a global technology platform for the television
advertising industry. The partnership integrates TransUnion’s
TruAudience® Data Marketplace with FreeWheel’s Audience
Manager.
The result is a new solution that allows publishers and
programmers in the TV ad ecosystem to greatly improve their
audience match rates. It does this by leveraging the FreeWheel
Identity Network to better pair TransUnion audience segments with
FreeWheel’s inventory sources.
“TransUnion has been a great partner to FreeWheel and together
we’re excited to fuel enhanced audience unification across device
and inventory,” said Matt Clark, VP of Strategic Partnerships,
FreeWheel. “This newly combined solution will help unlock new
capabilities for publishers, including faster audience activation
across screens, resulting in an improved viewer
experience.”
Launched last year with TransUnion as an inaugural launch
partner, FreeWheel’s Identity Initiative is an industry offering
that enables advertisers to seamlessly connect first- and
third-party data to the increasingly wide array of IDs from
different platforms and endpoints. The end result is a simpler and
more interoperable TV ad ecosystem.
TruAudience, TransUnion’s line of marketing solutions,
meanwhile, transforms marketing and media effectiveness with an
end-to-end solution suite integrating identity resolution and
enrichment, consumer and media insights, omnichannel targeting,
marketing mix modeling, and marketing attribution for brands,
agencies, publishers and technology providers.
“Integrating our TruAudience Data Marketplace into FreeWheel’s
Audience Manager puts audience data into the hands of publishers
and programmers when and where they need it,” said Dave Oliveira,
Senior Vice President of Sales, TransUnion. “As we prepare for the
future of TV advertising, our data and the audiences we serve in
the Data Marketplace will facilitate better connectivity and enable
addressability at increased scale for publishers even as legacy
third-party identifiers disappear.”
Through the TruAudience Data Marketplace, publishers and CTV
programmers are able to identify and monetize audiences with rich
consumer, behavioral and propensity data sets to reach audiences
across ad-supported premium video services and devices. Underpinned
by a patented household graph reaching 80 million U.S. streaming
homes, publishers will have advanced targeting capabilities that
they can use to activate more campaigns with greater accuracy,
speed and scale.
One key feature of the expanded partnership is that publishers
can now directly access the TruAudience Data Marketplace through an
integration with FreeWheel’s recently launched Audience Manager.
With more data at hand, publishers’ and programmers’ match rates
improve across their value chain, helping them avoid over-targeting
the same households across separate devices and audience
definitions.
About TransUnion (NYSE:TRU) TransUnion is
a global information and insights company with over 13,000
associates operating in more than 30 countries. We make trust
possible by ensuring each person is reliably represented in the
marketplace. We do this with a Tru™ picture of each person: an
actionable view of consumers, stewarded with care. Through our
acquisitions and technology investments we have developed
innovative solutions that extend beyond our strong foundation in
core credit into areas such as marketing, fraud, risk and advanced
analytics. As a result, consumers and businesses can transact with
more confidence and achieve great things. We call this Information
for Good® — and it leads to economic opportunity, great experiences
and personal empowerment for millions of people around the world.
http://www.transunion.com/business About
FreeWheel FreeWheel empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement and convergent marketplaces
required to ensure buyers and sellers can transact across all
screens, across all data types, and all sales channels, in order to
ensure the ultimate goal – results for marketers. With offices in
New York, San Francisco, Chicago, London, Paris, Beijing, and
across the globe, FreeWheel, A Comcast Company, stands to advocate
for the entire industry through the FreeWheel Council for Premium
Video. For more information, please visit freewheel.com, and follow
us on X and LinkedIn.
Contact |
Dave Blumberg |
|
TransUnion |
|
|
E-mail |
david.blumberg@transunion.com |
|
|
Telephone |
312-972-6646 |
TransUnion (NYSE:TRU)
Historical Stock Chart
Von Jun 2024 bis Jul 2024
TransUnion (NYSE:TRU)
Historical Stock Chart
Von Jul 2023 bis Jul 2024