Let s say you re watching This Is Us through NBC Now, the OTT outlet for the network, on your connected TV through a streaming TV Roku box.

An ad comes on for red sneakers.

You re inspired, and go out the next day and buy a pair at the local mall.

This week, OTT audience measurement firm Tru Optik announced a partnership with global research agency Kantar Millward Brown that allows an advertiser to track your offline purchase to the serving of that ad on your connected TV.

Tru Optik Chief Strategist David Wiesenfeld told me this is the first such ad-to-offline-purchase attribution system for OTT television.

He noted that Tru Optik has had the ability to track purchases through online retailers.

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