CTV, streaming audio, and in-gaming advertising are amongst the fastest-growing digital channels right now. According to Insider Intelligence, CTV investments in the US grew by 40.6% year over year in 2020, to more than $9 billion and that increase will continue to quicken in 2021. Streaming audio advertising shows a similar upwards trend with US ad spending projected to reach $3,177 MM in 2021, whilst in-gaming is likely to grow by almost 20% year over year globally. Much of this growth has been accelerated by the worldwide coronavirus pandemic which has seen consumers relying on digital entertainment to fill the void created by local lockdowns.

In light of this move towards non-traditional digital channels, LBDigital has created a number of privacy-compliant and highly accurate third-party audiences for use on CTV, streaming audio, and in-gaming which we are pleased to announce are now available within the Media Source account in the Tru Optik Data Marketplace.

What does it mean to be a Tru Optik data partner?

The Tru Optik Data Marketplace enables brands, agencies, and media companies to buy quality third-party audiences for improved audience targeting across CTV, streaming audio and in-gaming channels, as well as digital and mobile. The data marketplace is available directly across the majority of the leading DMPs and SSPs, including The Trade Desk, Xandr, SpotX, Triton Digital, and others.

As a trusted Tru Optik data partner, LBDigital joins the likes of other leading data providers such as Oracle, Kantar, and Comscore who already have their data available within the platform. According to Amy Benicewicz, President at LBDigital:

"Marketers continue to run more sophisticated multi-channel campaigns, incorporating exciting mediums such as OTT, streaming audio, and gaming. We at LBDigital, a leader in the digital data space, are also expanding our data offering and providing new and high-performing audiences to our clients. That’s why we’re so pleased to partner with Tru Optik and make our audiences available within its platform so that more brands, agencies, and media companies can engage consumers with accuracy and scale."

What audiences are available in the Tru Optik Data Marketplace?

As part of the partnership, LBDigital now has more than 900 proprietary audiences available within the Media Source account in the Tru Optik marketplace. These include both B2B and consumer audiences, segmented based on behavioral data such as browser activity, purchase history, and location. From consumers who drive a Hybrid or electric car to dairy farmers, and from consumers who are planning a vacation abroad to architects; whatever your target audience, we can help you pinpoint them.

“Brands cannot afford to allow insufficient data and inadequate targeting to stand in the way of effectively engaging consumers across streaming media,” said Michelle Swanston, Chief Client Officer at Tru Optik, a TransUnion company. “With MediaSource's LBDigital segments now available through our Data Marketplace, advertisers can maximize their ability to reach consumers across connected TV, streaming audio, and gaming.”

See our full taxonomy available within Tru Optik >>

How to leverage in-gaming, streaming audio & CTV advertising

For marketers who wish to take advantage of the trend towards CTV, in-gaming, and streaming audio advertising, targeting in these channels relies on CTV IDs and IP addresses respectively. The move away from third-party cookie targeting is therefore less likely to affect these channels.

Yet that doesn't reduce the options for audience targeting. In fact, marketers can segment their ideal audience using filters such as:

demographics (such as household income)
engagements
interests
location
consumed content

For more information on our CTV audiences, check out our resources >>

Data mentoring service for CTV, digital audio & in-gaming

LBDigital also offers a data mentoring service for agencies, platforms, media buyers, digital marketers, and brands. If in-gaming, streaming audio, or CTV advertising is something you'd like to include in your media plan in the future but you're unsure how to go about building the right data segment, talk to us.

We have been helping marketers reach their desired audience with dynamic marketing data and data services since 2005 and we'd love to share our expertise with you too. Contact us to discuss your needs >>