Samba and Trade Desk
Integrating Samba’s data into The Trade Desk platform will provide Australian clients with cross-screen planning and targeting capabilities. This will allow them to find specific TV audiences across every addressable screen based on their prior television viewing behaviours.
The announcement will complement cross-industry efforts in Australia; including the launch of Virtual Australia, or ‘VOZ,’ to provide all-screen, cross-platform reporting.
Samba is built into a global network of more than 26 million Smart televisions. Its core data is generated by the company’s proprietary Automated Content Recognition (ACR) technology.
This provides robust and actionable insights into what consumers are actually watching across Broadcast Linear, Cable and OTT video; and the effectiveness of advertising campaigns.
This partnership expansion will provide advertisers with insights to assess content consumption and advertising effectiveness across addressable television screens.
“We’re delighted to deepen our partnership with a market leader like The Trade Desk that shares our mission to enhance the impact of programmatic advertising using the power of advanced capabilities of our TV viewership data and audience insights,” said Dan Ackerman, Chief Revenue Officer, Samba TV.
Innovative media market
“Australia is one of the most innovative media markets in the world. Advertisers here are looking for the most advanced tools to boost audience reach, optimise campaign frequency and deepen audience insight.
“Together we will bring these capabilities to market for the first time.”
James Bayes, GM Australia New Zealand, The Trade Desk, said: “TV consumption is changing and 2020 will be a watershed year for cross-screen measurement in Australia,” .
“Samba’s launch, made available first via The Trade Desk, together with the introduction of VOZ, will fundamentally change TV planning and reporting in Australia.
“We’re fully committed to supporting the growth of the TV industry through innovative data solutions that maximise the impact of premium, professionally produced content.
The partnership builds on the successful collaboration between the companies in the United States launched in 2019.
Key planning and targeting benefits to advertisers will include:
- Extending reach by using cross-screen reach and frequency metrics to plan and automatically optimise TV campaigns.
- Providing the ability to target viewers who were either exposed or unexposed to a brand’s TV commercials across both BVOD and the open web.
- Enabling advertisers to reach elusive TV audiences such as streamers, gamers and Light TV Viewers.