TransUnion and Epsilon Collaborate to Bring ID-Agnostic


CHICAGO, June 07, 2022 (GLOBE NEWSWIRE) — TransUnion (NYSE: TRU) today announced a partnership to make data from Epsilon, a global advertising and marketing technology company, available through TruAudience® Data market.

This relationship marks one of the largest partnerships targeting audience on connected TV, smart speakers and game consoles. Brands and agencies can now access audience information from Epsilon’s top-ranked consumer database of 250 million U.S. consumers mapped to TransUnion’s Household Identity Graph covering more than 80 million connected households in the United States. Through this partnership, brands and agencies can create Custom Audiences based on thousands of attributes, allowing them to reach every person with personalized messages across all channels.

Around 80% of OTT viewing time occurs on home devices such as smart TVsI and 100 million Americans own at least one smart speakeriiwhich do not generate cookies and often do not have a device identifier.

TransUnion’s patented method combines numerous signals and digital identifiers from these connected devices as well as personal devices to create a view of every connected household. This makes the audience-verified integration of Epsilon data into TruAudience Data Marketplace ID-independent and able to withstand the deprecation of cookies and other identifiers on streaming media.

“As mobile IDs and cookies continue to depreciate, having the ability to leverage Epsilon audiences in an ID-agnostic way among our key activation partners will enable greater scale and greater reach,” said Michelle Swanston, vice president of media and entertainment and chief data officer. Marketplace at TransUnion. “This relationship will help meet the ever-increasing demand for advanced audience targeting on streaming media.”

The TruAudience Data Marketplace is a privacy-conscious, end-to-end solution for running high-fidelity, omnichannel streaming campaigns with consistency and scalability. The marketplace is the most leveraged audience targeting solution among major streaming publishers, demand-side platforms (DSPs) and supply-side platforms (SSPs). Clients can create Custom Audiences and reach consumers with the right message across multiple channels.

Epsilon has developed the most comprehensive set of transactional data assets for use across all marketing channels. Epsilon also hosts one of the largest cooperative transactional databases in the United States with over 3,000 contributing brands across major B2C and B2B categories. Epsilon data covers demographics, lifestyles, financials, market indicators, health, automotive, propensity models/market trends and optional survey data.

“Marketers need data that is protected, relevant and actionable. Most importantly, they must be connectable across all devices and channels,” said Kyle Antoian, chief data officer at Epsilon. “Our partnership with TransUnion gives marketers the ability to leverage audience loyalty and reach people via connected TV and streaming audio when they’re most receptive.

About TransUnion (NYSE: TRU)
TransUnion is a global information and knowledge company that enables confidence in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this information for good®. A leading presence in more than 30 countries on five continents, TransUnion provides solutions that help create economic opportunity, great experiences and personal empowerment for hundreds of millions of people.

About TruAudience by TransUnion
Powered by a three-dimensional view of people, homes and devices, TruAudience solutions provide scalable identity to enable audience targeting and consumer engagement across offline, digital and streaming environments. For more information, visit:

About Epsilon
Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. We connect advertisers to consumers to drive performance while respecting and protecting consumer privacy and customer data. Epsilon accelerates customers’ ability to harness the power of their first-party data to improve, activate and measure campaigns with confidence. We believe in an open and privacy-respecting advertising ecosystem. Over decades, we’ve built the industry’s most comprehensive identity graphic to empower brands, agencies, and publishers to reach real consumers across all channels and on the open web. For more information, visit

David Blumberg
Trans Union
[email protected]

I Conviva Q4 2021 Streaming Status, Conviva, 2021

ii Edison Research, The Infinite Dial 2022


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