Samba TV Triples Data Footprint With 605 Partnership

Samba TV March 31 announced a partnership with 605, a television measurement and analytics company, that dramatically expands Samba TV’s “addressable access” to TV viewership throughout the United States. The partnership will enable precise targeting capabilities across over-the-top video streaming and linear TV audiences.

Samba TV’s addressable footprint will now exceed more than 46 million opted-in TVs globally (formerly 13.5 million), of which 28 million devices are in the U.S. across all 210 designated market areas. The partnership will enable more targeting capabilities within connected TV, as well as display and video advertising on all of the connected devices within the home.

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Samba TV’s proprietary automatic content recognition technology is integrated at the chipset level with 24 Smart TV brands globally, “fingerprinting” all content that appears on the TV screen. By comparing those fingerprints to Samba TV’s global reference library of shows, commercials, movies, and games, the resulting dataset represents a global TV panel and ad schedule. Using proprietary identity resolution software at the household level, Samba TV integrates its TV data with other set-top box manufacturers for at-scale household-level targeting.

“With significant disruption in the advertising landscape … provid[ing] marketers a platform that delivers massive scale in reach, precision in targeting, and transparency into performance [is key],” Samba TV co-founder/CEO Ashwin Navin said in a statement. “Samba TV’s first-party data, augmented by this exclusive partnership … provides our customers access to a comprehensive end-to-end view into the effectiveness of advertising across all of the screens we use to watch video.”

605 offers advertising and content measurement, media planning, and optimization, and has agreed to provide Samba TV with exclusive addressable access to a subset of its viewership data.

“605 has built advanced technologies around our viewership data that allows brands to more simply and effectively reach the right audiences,” said CEO/founder Kristin Dolan. “This partnership with Samba is a positive move to further that objective.”