For brands and media companies that want to reach audiences like Millennials, multicultural households and homes with kids, over-the-top is “becoming less of an opportunity than a necessity,” according to the co-founder of Tru Optik, Andre Swanston.

Tru Optik boasts the world’s largest census-level database of global OTT media consumption. Specifically, anonymized information—gathered without cookies—about the media consumption habits of more than 500 million people in more than 150 countries.

“We use that to help content owners make better content licensing and production decisions and allow networks and publishers to better segment their audiences for personalization and advertising,” Swanston, who is also CEO of Tru Optik, said in an interview last week in Manhattan during the Beet.TV Leadership Summit on cross-screen addressability.

In 2015, the OTT ecosystem was a $15 billion a year market and it’s still growing rapidly. “In the U.S. last year, you saw over 300 percent growth in terms of the adoption of connected TV and over-the-top consumption of media,” said Swanston. “You’re talking about the fastest growing part of the media and entertainment ecosystem.”

Earlier this year, Tru Optik launched its Audience Monetization Platform. That was quickly followed by partnerships with Experian Marketing Services and global media agency giant Mindshare.

Swanston described OTT as having “the potential to have the granular of digital with the reach and impact and influence of the largest screen in the household.”

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series is presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.