Redbox corporate parent Chicken Soup for the Soul Entertainment Sept. 28 announced that its Crackle Connect advertising sales division, has entered into an agreement with TransUnion to mine first-party viewership data and create custom marketing targeting viewers of Connected TV (CTV) toward disc rental kiosks nationwide.
New York-based TransUnion’s technology will enable Crackle and Redbox to generate audience insights from first-party data and improve separate monetization strategies. The aim is to extend the audience reach of Crackle and Redbox kiosks beyond their known customers with advanced modeling capabilities, including identity-based signals, instead of relying on cookies, device IDs or other identifiers.
Philippe Guelton, chief revenue officer of Chicken Soup for the Soul Entertainment, the pact would offer “dynamic” data-driven solutions while delivering premium streaming programming and a more connected, engaging experience for U.S. viewers looking for premium video entertainment.
“This partnership enables us to bring advertising solutions to our partners looking to leverage the full-funnel metrics that CTV and [digital out-of-home ads] can offer,” Guelton said in a statement.
Redbox is the largest DVD rental service in the U.S., with approximately 40 million customer loyalty members across 29,000 kiosks in major retail locations nationwide. Crackle Connex was formed in April 2023 to help brands seamlessly integrate campaigns across AVOD, FAST, digital out-of-home kiosks, and through branded content.
“This collaboration demonstrates how our marketing solutions business provides leaders across the media and marketing world the identity-backed audience solutions they need to reach people as simply and effectively as possible across all media, whether programmatic display or CTV, email or streaming audio,” said Julie Clark, SVP of the media & entertainment business at TransUnion.