Samba TV And HyphaMetrics Integrate Viewership Data And Cross-Media Panel

Samba TV, a provider of TV technology for audience data and omniscreen measurement, is partnering with HyphaMetrics, an independent cross-media, cross-walled-garden dataset designed to unify the historically disconnected worlds of linear, streaming and digital. Together, the companies say, “this partnership marks the industry’s introduction of a scaled first-party TV and streaming viewership dataset, calibrated by the most comprehensive person-level viewing panel that seamlessly and simultaneously measures all content, viewed by all people, across all devices in the home.”

“This unique partnership between Samba TV and HyphaMetrics is a significant step in the urgent drive for real measurement reinvention across the video industry,” said Video Advertising Bureau President-CEO Sean Cunningham. “This innovative dataset offering should prove to be a crucial accelerator, one that is capable of turning today’s ambitions for best comprehensive measurement solutions into an achieved reality for 2024.”

The partnership will exclusively leverage Samba TV’s first-party data in the U.S., pulling from millions of opted-in televisions calibrated by HyphaMetrics’ individualized measurement of all content, ad consumption, product placement and brand sponsorship across all devices through its opt-in panel.

By combining Samba TV’s viewership data with HyphaMetrics’ patented and proprietary artificial intelligence-fueled panel data, the advertising industry “will gain unprecedented access to a unified dataset, offering census-level data with person-level granularity. The cross-validated dataset can be leveraged across the media marketplace to activate interoperability, thereby increasing flexibility and utility of existing data,” the companies say.

Ashwin Navin, Samba TV co-founder/CEO, says: “Advertisers, media publishers, and their currency providers navigate a complex landscape of data that often excludes walled gardens, and shortchanges under-represented viewing audiences. Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency.”

The commingled multi-million device dataset will be made available to brands, agencies, publishers and currency providers, offering insights, planning and measurement at the household and person-level. This includes previously difficult to measure behaviors, including person-level and co-viewing of linear and streaming TV, multichannel video programming distributors (MVPD), user-generated content (UGC), broadcast-only households, video games and more.


“We are excited to provide a new and unprecedented level of detail that, in combination with Samba TV’s data, will fulfill the cumulative industry demand of granularity at scale,” says HyphaMetrics CEO Chris Wilson.

Joanna Drews, HyphaMetrics co-founder/president, adds: “Hypha’s longstanding goal is to accelerate the activation of interoperability— for our clients and for the industry at large. Together with Samba TV, we are making this a reality.”

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