Samba TV signs programmatic ad deal with PubMatic


Samba TV, a global provider of omniscreen advertising and analytics, today announced a multi-market partnership with PubMatic, a sell-side platform that delivers superior outcomes for digital advertising.

Samba TV’s extensive first-party Connected TV data will be integrated with PubMatic’s advertising platform to provide media buyers with advanced omniscreen targeting capabilities across four of Europe’s largest advertising markets: the United Kingdom., Germany, Italy, and France.

Samba TV and PubMatic 

The combination of Samba TV’s first-party TV data and PubMatic’s advanced programmatic targeting capabilities provides European advertisers the ability to reach audiences based on TV viewing behaviours and drive incremental reach by targeting audiences that are not exposed to linear TV advertising. 

This new offering is a tool for global advertisers who aim to optimise reach and frequency via a single, multi-market solution. In addition, advertisers will be able to deduplicate ad exposure data across linear, Connected TV, and digital channels.

“Global brands need a scalable, programmatic solution to amplify TV advertising by reaching hard-to-find audiences across all of the devices we use to watch video today,” said Samba TV Co-founder and CEO Ashwin Navin. 

“This partnership between Samba TV and PubMatic provides European advertisers with the opportunity to effectively reach all TV and digital audiences at scale with the confidence that our first-party TV data provides.”

Emma Newman, Chief Revenue Officer, EMEA at PubMatic, said: “Consumers engage with content across a variety of devices, so true addressability requires omnichannel reach. 

“We are excited to partner with Samba TV to bring their linear and OTT data to our customers. 

“By targeting these high-value segments across PubMatic’s premium digital inventory, buyers can deliver relevant ad experiences at scale, driving return on ad spend.”