Samba TV And 605 Partner On Omniscreen Addressable TV

Samba TV, a global provider of omniscreen advertising and analytics, has partnered with 605, a television measurement and analytics company. The deal provides Samba TV with exclusive addressable access to a subset of 605’s TV viewership dataset and is part of Samba TV’s continued global investment to broaden the reach and representation of its dataset across tens of millions of households throughout the United States. Samba TV says the partnership will enable precise targeting capabilities across over-the-top streaming and linear audiences for omniscreen reach.

Samba TV’s addressable footprint will now exceed more than 46 million opted-in TVs globally, of which 28 million devices are in the U.S. across all 210 DMAs. The partnership, it says, “will enable precise targeting capabilities actionable within connected TV campaigns, as well as display and video advertising on all of the connected devices within the home, for unmatched omniscreen targeting technology to improve effectiveness, deduplicated, and unimpeded, by time-shifting and ad-skipping.”

Samba TV’s proprietary automatic content recognition (ACR) technology is integrated at the chipset level with 24 of the top Smart TV brands globally, fingerprinting all content that appears on the TV screen. By comparing those fingerprints to Samba TV’s global reference library of shows, commercials, movies and games, the resulting dataset “forms the world’s largest global TV panel and most accurate global ad schedule,” Samba TV says. Using proprietary identity resolution at the household level, Samba TV integrates its first-party TV data with other major set-top box manufacturers.

“With significant disruption in the advertising landscape, we are excited to provide marketers a platform that delivers massive scale in reach, precision in targeting, and transparency into performance so that they can confidently invest in campaigns as new streaming options emerge, viewing behaviors rapidly shift, and advertising identities disappear,” said Ashwin Navin, Samba TV co-founder and CEO. “Samba TV’s first-party data, augmented by this exclusive partnership with 605, provides our customers access to a comprehensive end-to-end view into the effectiveness of advertising across all of the screens we use to watch video.”

605 offers advertising and content measurement, full-funnel attribution, media planning and optimization in an anonymized and privacy-compliant manner and has agreed to provide Samba TV with exclusive addressable access to a subset of its viewership data.

“We are pleased to partner with Samba TV around privacy-compliant omniscreen targeting,” said 605 CEO-Founder Kristin Dolan. “605 has built advanced technologies around our viewership data that allows brands to more simply and effectively reach the right audiences. This partnership with Samba is a positive move to further that objective.”