Samba TV, the leading provider of real-time audience based advertising and insights, and video ad serving platform SpotX have partnered to power custom audience targeting and segmentation for video ads across web, app and connected TV (CTV) environments.

SpotX will become Samba TV’s primary CTV ad server, enabling brands and advertisers to buy across its CTV inventory programmatically and traditionally. Through the partnership, Samba’s proprietary TV viewership data will be available via SpotX’s ad serving platform, allowing publishers and advertisers to activate custom TV audience segments, combine TV and digital datasets and extend TV campaigns to all screens. At launch, more than 50 publishers will offer this enriched data set with that number expected to grow significantly over the next six months.

“Our partnership brings over 2,500 attributes to 200M connected TV impressions a month, allowing advertisers to address audiences across a very wide range of premium publishers with a combined reach of 35M households. That scale is complemented with precision so that marketers can narrow their targeting to specific audiences with confirmed purchase data in order to drive their real-time bidding. Never has the TV audience been more addressable than today,” said Ashwin Navin, CEO of Samba TV.

Samba TV’s content ID technology is integrated directly into millions of smart TVs and amplified by set-top box data, offering the most comprehensive source of real-time viewership data and providing a unique understanding of TV viewership and its impact on consumer behavior and purchase.

“We’re pleased to partner with Samba TV to offer access to data-rich audience segments,” said Jeremy Straight, SVP, Strategic Partnerships at SpotX. “The partnership brings significant scale of targetable connected TV and cross-screen inventory to buyers in both traditional direct and programmatic environments, streamlining planning and post-campaign reporting for both sides of the media world.”

About Samba TV
Samba TV is a data and analytics company providing essential television insights by leveraging the world’s most comprehensive source of real-time viewership data across broadcast, cable TV, OTT and digital media. Through software embedded in smart TVs and set-top boxes and mapped to connected mobile devices, laptops and PCs, Samba TV helps marketers activate cross-screen campaigns and measure the impact of their media investment by bridging the gap between digital and television. Samba TV is headquartered in San Francisco with offices across the United States and Europe with plans for continued global expansion. For more information, please visit www.samba.tv or follow @samba_tv on Twitter.

About SpotX
SpotX is a video ad serving platform providing media owners with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic infrastructure, and other monetization tools, like solutions for OTT and outstream video ad units. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in New York, San Francisco, London, Sydney, Amsterdam, Stockholm, Hamburg, Belfast, and Singapore. In July 2014, RTL Group, a leader across broadcast, content and digital, acquired a 65% stake in SpotX. For updates, follow SpotX on Twitter and LinkedIn.