At Samba TV, we’re proud to announce a new partnership with OzTAM, the official provider of Australia’s VOZ Total TV currency, to launch a proof-of-concept (POC) project that pushes the boundaries of what’s possible in cross-screen measurement.

As connected TV adoption and high-speed internet reshape how audiences consume content, the need for accurate, privacy-first, and future-ready measurement has never been more urgent. 

‍The POC is scheduled to run across 2025 with Phase 1 set to scope the big data opportunities and benefits. In Phase 2, the project will engage with industry leaders to design a detailed integration roadmap to combine new data sources with OzTAM’s robust measurement panel data – ultimately fuelling the next evolution of audience measurement. A tender process for a production partner is also in motion, focused on aligning cutting-edge technologies and AI with the unique needs of the Australian market.

‍OzTAM CEO, Karen Halligan, said “The global expansion of connected TV adoption and high-speed internet is unlocking a new era of audience data that promises to transform how we understand and measure viewership. We are excited to collaborate with Samba TV and Nexxen to integrate big data with our established panel data, taking our Total TV measurement service to new heights. This next step in moving towards incorporating big data into the trading currency is not just a game-changer – it’s the future of audience measurement.”‍

“The Australian media industry prides itself on innovation and OzTAM is no exception as the first JIC to embrace big data from a neutral provider within a currency product," said Samba TV Co-founder and CEO Ashwin Navin. "As the pioneer in ACR technology for viewership data and cross-platform measurement, we are beyond thrilled to see OzTAM modernize the methodology with viewership data from a multitude of TV brands that capture the geographic, cultural and economic diversity of Australia better in the future. Samba generates the world’s most diverse first-party dataset and this partnership delivers comprehensive precision, scale, and actionability that media buyers and sellers need to transact with confidence.”

"As OzTAM elevates Total TV measurement to the next level, the impact for agencies, advertisers, and networks will be transformative,” said Samba TV APAC Managing Director Yasmin Sanders. “This isn’t just an evolution—it’s a bold step toward a smarter, more transparent future for audience measurement in Australia.”

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