Samba TV, a leading TV data and analytics company, and SpotX, a leading video ad serving platform, earlier today announced that SpotX will become Samba TV’s primary connected TV ad server. This is another major win for SpotX as it builds out its advanced TV capabilities; the company last week announced an ad serving partnership with Dish’s streaming service, Sling TV.
With this partnership, Samba TV’s TV viewership data – which it collects through software embedded in smart TVs and set-top boxes – will be available via SpotX’s ad serving platform. Marketers and publishers can activate custom TV audience segments, combine TV and digital datasets and extend TV campaigns to all screens.
“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,” said Ashwin Navin, CEO of Samba TV. “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.”
At launch, 50 publishers will offer this data set.
“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.”