Paramount leads the way as the first major Australian broadcaster to integrate Samba TV’s advanced viewership data capabilities for holistic, omnichannel audience strategies, set to revolutionise audience insights and targeting.

Paramount Australia and New Zealand (ANZ) and Samba TV today announced a game-changing partnership enabling advertisers to reach TV audiences across every screen and achieve deduplicated incremental reach across Paramount’s premium and differentiated digital programming inventory.

The strategic partnership will unlock the power of Samba TV’s measurement technology to provide advertisers with a more accurate and holistic understanding of television viewership across any device, channel and platform, including broadcast, linear and streaming.

Paramount’s brand-safe environment and rich first-party data will be enhanced with Samba TV’s actionable viewership audiences across all platforms to create clear pathways to minimise waste, maximise efficiency and achieve true incremental audience reach with greater precision, scale and impact.

Rod Prosser, Chief Sales Officer, Paramount ANZ said: “We’re incredibly impressed with Samba TV’s technology and capabilities as well as their global scale and local expertise. We are confident that this strategic alliance will give our clients the edge and create more meaningful opportunities for advertisers to better connect with audiences through the content we know they love to watch.

“Samba TV’s technology further allows us to deepen our audience insights across our organisation. Spanning content acquisition, programming and marketing, we intend to embed this full audience view into Paramount ANZ to guide critical business decisions and enhance our competitive advantage.”

Yasmin Sanders, Managing Director, Samba TV in Australia said: “Paramount has such a powerful platform, and we are excited to help grow their ecosystem and amplify their data capabilities with Samba TV’s proprietary technology. “We’re delighted with this Australia-first broadcaster milestone and look forward to bolsteringParamount’s competitive advantage and taking total TV to the next level.

“Together we can provide more transparency and better ROI for advertisers, but above all, deliver a more relevant and personalised TV and ad experience for Paramount’s Australian viewers, no matter where and when they tune in to the latest content.”

Thomas Parsons, Head of Client & Data Partnerships, Samba TV in Australia said: “Paramount’s strong brands and premium content present a valuable proposition for advertisers, and we’re excited to enhance that further through our technology, which is built specifically for the connected TV experience.“

The collaboration also reflects our common passion to innovate and create new ways for advertisers to connect with highly-engaged audiences efficiently and effectively in today’s fragmented TV landscape.”

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About Paramount ANZ

Paramount Australia and New Zealand (ANZ) is a leading media and entertainment company that creates premium content and experiences for audiences worldwide. Paramount ANZ’s portfolio of consumer brands includes Network 10, 10 Play, Paramount Pictures, Nickelodeon, MTV, Comedy Central and Australia’s fastest growing streaming service Paramount+. Part of Paramount Global, Paramount ANZ boasts one of the industry’s most important and extensive content libraries.. In addition to offering innovative streaming services and digital video products, the company provides powerful capabilities in production, distribution and advertising solutions.

About Samba TV

Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen