Sinclair Broadcast Group is teaming up with audience data management platform Tru Optik and ZypMedia, a software company focused on local advertising, to make a connected TV and OTT marketplace available for local advertisers.

The companies said the new offering provides third-party demographic data and first-party advertiser data that is utilized to create targeted ad campaigns across connected TVs and OTT services.

“We are arming local advertisers with the same capabilities as large national advertisers, but with an emphasis on catering to the intricacies of each local community and their target consumers,” said Raman Ahuja, co-founder and CTO of ZypMedia, in a statement.

The shifting consumer trend toward OTT services and CTV is encouraging local advertisers to start leveraging audiences in this marketplace, Tru Optik CEO Andrew Swanston said in a statement.  

“With the amount of time spent watching ad-supported television shifting more and more towards OTT and CTV, it was inevitable for local advertisers to start focusing on expanding into this landscape,” said Swanston. “Partnering with ZypMedia, which is one of the fastest growing platforms, and Sinclair, the largest owner of local TV stations in the U.S., empowers local advertisers with the ability to buy targeted, measureable, brand safe premium video inventory – a huge win on all sides.”

Sinclair thinks that by leveraging Tru Optik’s OTT data, local market sales teams will have more actionable information at their disposal.

“The Tru Optik / ZypMedia partnership is a big deal because of the growing need for small and midsized businesses to efficiently reach local consumers across Connected TV,” said Rob Weisbord, Chief Revenue Officer for Sinclair. “No one understands the needs of local advertisers better than the local sales reps serving them. At Sinclair, we are dedicated to providing our sales reps with the tools and capabilities required to best serve advertisers in their markets. This partnership will allow Sinclair to leverage more targeting and measurement across more CTV inventory than any other local market sales team in the U.S.”

Broadcast group Tegna, has also been making moves in the OTT advertising space, with strategic investments in both Vizbee and Tubi TV.

Tegna said as part of the investment, Premion, the company’s first-of-its kind local ad network for OTT content, would expand its existing relationship with Tubi TV to better serve advertising clients.

“Tubi TV strongly aligns with Tegna’s focus on OTT content and innovative advertising solutions,” said Dave Lougee, president and CEO of Tegna, in a statement. “Through this transaction, we continue to fuel Premion’s growth trajectory and will enhance their ability to deliver unique and high-performing ads in a way no one else can.”