TransUnion will increase the depth of its consumer intelligence provision as part of the acquisition, and the companies will focus on streaming television and audio through their joint platforms.

The acquisition will also mean clients can access to both companies’ collective data sets, analytic capabilities and market connectivity.

The deal is expected to be officially completed in the near future. The terms of the acquisition have not yet been released.

TransUnion recently acquired data collection company Signal, as well as people-based marketing technology business TruSignal in 2019.

Matt Spiegel, executive vice-president of marketing solutions and media vertical at TransUnion, said: “With the standard digital identity signals being sunset, marketers and media companies are looking toward a new generation of identity and audience products to reach the right people and households.

“By bringing our two companies together, our combined assets will result in an expanded suite of solutions that modern marketing requires.”

Andre Swanston, chief executive and co-founder at Tru Optik, said: “As a part of TransUnion, and combined with our first mover status and existing market partnerships, we are well-positioned to serve the industry as a leading identity solution and data provider for all things streaming, now and into the future.”