Equativ, the leading global independent ad platform, today announced an integration that will transform the ad-buying experience with Samba TV, the leading provider of TV technology for audience data and omniscreen measurement. Through this partnership, advertisers can now activate campaigns on the Equativ platform using Samba TV’s comprehensive first-party data to manage audience reach, frequency, and retargeting across Connected TV (CTV) and downstream formats. 

“To harness the potential of CTV and address evolving viewership behaviour, brands need powerful data and technology to help them stay in sync with those highly sought-after audiences," said Ashwin Navin, CEO & Co-Founder at Samba TV. "We’re thrilled to enrich the Adform CTV offering to deliver incremental audience reach for advertisers in the UK and Europe. This partnership underscores our commitment to democratise data that levels the playing field for the open web to innovate and flourish with privacy compliance.”

“Advertisers, media publishers, and their currency providers navigate a complex landscape of data that often excludes walled gardens, and shortchanges under-represented viewing audiences,” said Samba TV Co-founder and CEO Ashwin Navin. “Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency.” 

“Samba TV has been investing in R&D for generative AI and machine language (ML)-based analysis of video for more than a decade,” said Samba TV Co-founder and CEO Ashwin Navin. “We’re now taking our years of AI innovation a step further by working with some of the world’s most recognizable brands like Lenovo to transform the way media investments are evaluated. We are using our powerful first-party data to train best-in-class AI models to inform the most important decisions made by advertisers.”

“As a world-renowned social platform with a devoted audience, Snapchat is a powerful medium for promoting new entertainment options and brands in general,” said Samba TV Co-founder and CEO Ashwin Navin. “Our measurement reveals the best practices for how to leverage Snap for discoverability and brand engagement with a unique demographic accessible on the platform. With over three quarters of Gen Z and millennials discovering new shows and movies from these platforms alone, Snapchat has emerged as an essential partner in marketers’ overall media strategy.”

“A unified and holistic approach to omnichannel targeting is key to unlocking incremental reach in today’s fragmented advertising landscape,” said Samba TV’s VP of International Customer Success Jay Fowdar. “The integration of Samba TV’s TV Geo Audience data with Hawk’s omnichannel platform gives advertisers a fresh perspective on viewership behaviour to achieve impactful audience reach at a granular level across multiple media channels."