TransUnion is partnering with Blockgraph, builder of pipes for addressable television, so that advertisers can use its identity data to target, reach and measure TV households across channels.

Through the partnership, announced on Thursday, advertisers and media companies can access data through Tru Optik, the data marketplace and DMP TransUnion acquired in October; use the data modeling services on offer from TransUnion to build custom audiences; onboard first-party data; and activate audiences across the Blockgraph network, which includes Comcast, Charter and ViacomCBS.

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