According to Samba TV, the integration allows TV programmers for the first time to attribute tune-ins driven by ads on YouTube, or any digital media served through Google Campaign Manager and Display & Video 360 within the Google Marketing Platform.
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[Samba TV's Google Marketing Platform Integration] will allow TV networks, content owners and programmers to measure lift in TV tune-in based on ads purchased and viewed on YouTube, Display & Video 360, and other products in the Google Marketing Platform portfolio.
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According to Samba TV, last night's Oscar broadcast had 14.16 million U.S. households tuning in. The company's panel is built on a representative sample of three million smart TV and connected device households with 2.5 people per household.
Read more >Two players trying to improve the user experience of connected TV and over-the-top streaming video are teaming up to bring their products to smart TVs.
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