Samba TV said it is working with Lucid, a programmatic research technology platform, to provide brands and agencies with measurement of the performance of TV ad campaigns across devices. Ad agencies including Digitas and Wavemaker are using the insights being produced by Samba TV and Lucid to judge the efficacy of their campaigns. Major publishers and platforms are also using the metrics and analytics.
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Samba TV, the TV first-party data company, has launched its own identity system to measure cross-platform usage.
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The Suicide Squad has been out for around a week in theaters across the world, meaning that we are starting to get a picture of how much money it is making in the box office. There are several factors that make the James Gunn movie a particularly interesting movie to consider in terms of box office. We can compare it, for example, against the box office taking of the last DC movie Wonder Woman 1984 to see if there has been an increase of people willing to head to the theater since that movie came out in December 2020.
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Enter the programmatic part of the CTV ad market. “The good news for advertisers is, in the programmatic lens, you’ve got a substantial amount of supply,” said Ashwin Navin, co-founder and CEO of TV analytics firm Samba TV. In Q2 2021, the number of programmatic impressions in the U.S. market on Amazon’s and Roku’s CTV platforms increased by 49% and 27%, respectively, compared to Q1 2021; and by 204% and 118%, respectively, compared to Q4 2020, according to a study conducted by Samba TV.
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EXCLUSIVE: Disney’s Dwayne Johnson-Emily Blunt family adventure movie Jungle Cruise was watched by 777,000 U.S. Households in its first weekend on Disney+ Premier according to streaming analytics corp Samba TV. At a price of $29.99 that translates to an estimated $23.3M amount of revenue earned for Jungle Cruise in Samba monitored TV households.
Read more >Madison Avenue media vet Kris Magel has joined TV audience measurement firm Samba TV as head of agency development. Magel, whose LinkedIn profile describes himself as an "executive in residence" for the last seven months, previously was president of media clients at Dentsu International, and prior to that, held a variety of president roles as well as Chief Investment Officer at IPG Mediabrands' Initiative unit.
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