Samba TV, the global leader in omniscreen advertising and analytics, today announced its lineup for its IAB NewFronts debut. Invited to present at the media and entertainment industry’s premiere event designed for brands, agencies, and media buyers, Samba TV will highlight a new approach to the industry’s annual buying. Calling for a new approach to the Upfronts, Samba TV’s “FlexFront” mindset was born from the volatile fragmentation of today’s consumer landscape that was amplified during the chaotic early months of the pandemic that requires a more flexible approach to advertising commitments for buyers.

Yahoo announced today a first-of-its-kind partnership in Australia with Samba TV, the leading global omniscreen advertising and analytics company. The new deal provides advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world.

Samba TV, a global leader in omniscreen advertising and analytics, today announced a strategic partnership with MediaSquare, the largest media marketplace in France, to provide advertising retargeting and targeting for OTT (over-the-top) viewers and gamers in France. Armed with a panel of nearly 1M households, Samba TV is the largest provider of Connected TV (CTV) data analytics in France, boasting unrivaled reach at scale to capture CTV viewers.

ENGINE Media Exchange (EMX), a leading end-to-end technology platform and programmatic solution, and Samba TV, a leading global provider of omniscreen advertising and analytics, today announced a new partnership delivering incremental reach measurement to advertisers in Australia to identify audience duplication and incremental reach opportunities across linear TV and broadcast video on demand (BVOD). 

Disney Advertising and Samba TV are expanding their multi-year relationship to bring Samba’s True Reach and Frequency (TRF) currency measurement to agencies and holding companies accessing Disney inventory. With major shifts in viewership occurring in the television landscape, this capability empowers advertisers across all categories to transact against true reach and impact across all Disney platforms, while enabling real-time omni-screen optimization. Disney Advertising worked with Hyundai and Samba TV to measure de-duplicated reach and frequency across the entire Disney ecosystem. TRF by Samba TV enabled Hyundai to understand which audiences they were actually reaching and provided actionable insights into how to deliver incremental audience reach. Publicis Media will also join in utilizing this solution this spring.

Samba TV, the global leader in television data technology, today announced the launch of a new first-of-its-kind advertising currency, incremental cost per thousand impressions (iCPM), where marketers only pay for ad impressions served within households previously unexposed to their linear TV campaigns. The new performance-based iCPM metric is designed to help advertisers discover and reach increasingly difficult to engage audiences across linear, streaming, online, and mobile video.