Tru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud.

Last week, it announced a global partnership with data management platform Lotame, which is providing Tru Optik with more data for non-U.S. markets. And this week it is announcing a collaboration with cross-platform measurement and analytics company comScore.

Tru Optik CEO Andre Swanston noted that comScore is one of two big data providers for linear TV ad buyers — the other is Nielsen — that offers the kind of demographics data TV advertisers are most comfortable with.

[Read the full article on MarTech Today.]