Through the agreement, NCS’s CPG segments will be available on Tru Optik’s data marketplace for over-the-top and connected TV, streaming audio and gaming advertising campaigns.

NCS audience segments will be mapped against Tru Optik’s Household Graph of 80 million US households.

Michelle Swanston, senior vice-president of operations of Tru Optik, said: “CPG is one of the largest growing advertising verticals across OTT and CTV. Joining forces with NCS will empower national and local advertisers with invaluable audience purchasing behaviours to buy targeted, measurable and brand-safe premium video inventory, as well as offer transparency into audience-completed transactions after seeing an ad.”