Having seen firsthand how the research sausage gets made, Next TV has a lot of respect for Samba TV and the data it pulls from "tens of millions" of smart TV users who have voluntarily, it claims, "opted in" to its data collection panel. And having been decidedly underwhelmed by the myriad "research" reports that tell us which programming genres are hot in streaming right now, we approached Samba TV's second-half of 2023 "The State of Viewership" report with a bit of shock and awe.
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Equativ said it has integrated audience data from Samba TV into its ad buying platform. Advertisers will be able to use Samba TV’s first-party data to manage audience reach, frequency and retargeting across connected TV.
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AdNews can reveal that not only has that partnership been extended, but that The Trade Desk will be launching a new TV planning product alongside Samba in the coming weeks which will allow the media buying platform to leverage Samba automatic content recognition (ACR) data to identify specific geographic areas that have been under or over exposed to a linear TV campaign.
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This will be the year that multiple currencies are finally used to buy and sell linear and digital television advertising, marking a sea change in how that business has been conducted since television’s founding.
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The first quarter of the new year brings a mix of drama, mystery, romance, sci-fi and hilarity. There is a little something for everyone and every mood here. Subscribers have already started the binge with Griselda, which premiered Thursday, January 25, and blew viewers away. According to Samba TV, which measures audience data, 1.7 million U.S. households watched episode one of Griselda during the L+3D window, with Hispanic households over-indexed by 46% based on viewership.
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In this video interview with Beet.TV, Ashwin Navin, CEO & Co-Founder of Samba TV, sheds light on the challenges and advancements in capturing diverse audiences, revealing a landscape where data integrity is paramount.
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