GroupM’s Mindshare has partnered with OTT TV measurement and ad tech company Tru Optik to segment TV and movie content into behaviour-based micro-genre graphs.

Tru Optik’s audience monetization platform (AMP) uses cookie-free data from more than 500 million subscribers and includes more than 20 million pieces of content across TV, movie, music and videogames. The avoidance of cookies in the research allows the company to work across devices and within mobile apps.

“Cookie based measurement only works across desktop and web, not TV and mobile apps,” says Andre Swanston, CEO of Tru Optik. “When it comes to OTT media consumption, desktop is the smallest channel so cookies would only provide a sliver of insight and not the full picture.”

The content is then organized into small clusters based on its tendency to be watched by the same consumers. One example the product will be able to detect if the audiences who are watching deadpan comedies with female leads and female relationship comedies are two separate groups.

The partnership is the first major media agency deal for Tru Optik, which is a Connecticut-based company that launched in 2013.

Because the partnership with Mindshare is in the early stages there isn’t a timeline on when Tru Optik data will be coming to Canada. When it does, Mindshare will be integrating the data into its data visualization and communication tool, The Loop, and making it available to clients.

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