In their collaboration, the two companies will aim to create next-level audience discovery segments, combining location and OTT viewership data to allow marketers to target consumers across channels based on a union of their data sets.

Using these new audience segments, advertisers can reach consumers based on TV programming, films or music they stream online and the places they visit in the real world. These identified consumers could then be targeted with campaigns designed to speak to their specific behaviours and preferences, across the programmatic digital media landscape.

In a use case, the companies say that an auto manufacturer, might use a segment like ‘Automobile Buyers That Stream OTT’ to reach cord-cutters who have recently been observed at auto dealerships – what they say is a strong indicator that they are in-market for a new car – with ads promoting their new 2019 vehicle line-up. Taking the strategy a step further, that same auto dealership might use the more targeted segment, ‘Automobile Buyers That Stream Family Television on OTT’ to specifically promote a family-size SUV.