SpotX and Tru Optik have announced a partnership that enables video content providers to pre-segment and validate their ad inventory, so that buyers are able to create targeted, audience-based connected TV and OTT ad campaigns. Under the partnership, SpotX’s Audience Management Engine has been integrated with Tru Optik’s OTT Data Marketplace.

In addition, advertisers and content providers will gain access to Tru Optik’s Cross Screen Audience Validation (CAV), which provides deduped household reach, frequency, in-target percentage rates, device delivery confirmation and reporting.

The partnership brings to CTVs the kind of data and audience validation that has been available on other devices, and has in turn enabled audience-based/programmatic buying. Ad buyers are eagerly migrating to audience-based buying for premium video as viewers have spread their consumption to various connected and mobile devices.

Over the past year, connected TVs have emerged as the leading device for consumption of premium video. According to FreeWheel’s Q2 Video Monetization report released 2 weeks ago, connected TVs accounted for 41% of premium video views in Q2 ’18, up from 29% in Q2 ’17 and just 1.2% in Q2 ’13.

CTV views have risen due to a combination of massive consumer adoption of low-priced devices (e.g. Roku, Fire TV, Chromecast, Smart TVs, etc.), the launch of many ad-supported TV apps (in addition to ad-free SVOD services like Netflix and Amazon) and the rise of virtual pay-TV operators (“skinny bundles such as DirecTV Now, YouTube TV, etc.).

Given the huge surge in CTV viewing, it’s no surprise that advertisers are motivated to shift spending. The new partnership between Tru Optik and SpotX will help to accelerate this shift.