Advertising data analytics specialist Samba TV has tapped video ad serving platform SpotX to deliver custom audience targeting and segmentation for video ads across web, app and connected TV environments.
SpotX will become Samba TV’s primary connected TV ad server, enabling brands and advertisers to buy across its connected TV inventory, both programmatically and traditionally.
Through the partnership, Samba’s TV viewership data will be available via SpotX’s ad serving platform, allowing publishers and advertisers to target specific audience segments, combine TV and digital datasets and extend TV campaigns to all screens, according to the pair.
At launch, more than 50 publishers will offer this enriched data set with the number expected to grow over the next six months.
Samba TV’s content ID technology is integrated directly into millions of smart TVs and amplified by set-top box data, offering real-time viewership data and insights into TV viewership and its impact on consumer behaviour and purchase, according to the company.
“Our partnership brings over 2,500 attributes to 200M connected TV impressions a month, allowing advertisers to address audiences across a very wide range of premium publishers with a combined reach of 35M households. That scale is complemented with precision so that marketers can narrow their targeting to specific audiences with confirmed purchase data in order to drive their real-time bidding. Never has the TV audience been more addressable than today,” said Ashwin Navin, CEO of Samba TV.
“We’re pleased to partner with Samba TV to offer access to data-rich audience segments,” said Jeremy Straight, SVP, Strategic Partnerships at SpotX.
“The partnership brings significant scale of targetable connected TV and cross-screen inventory to buyers in both traditional direct and programmatic environments, streamlining planning and post-campaign reporting for both sides of the media world.”