LAS VEGAS—Samba TV is rolling out a self-serve platform integrating Samba’s data to let advertisers buy for TV audiences programmatically.
Audience Platform users can access Audience Discovery, Samba’s proprietary planning analysis, and Audience Manager, a feature that allows Audience Discovery results to be divided by segment generation and rapid syndication to any Demand Side Platform (DSP) for programmatic activation.
“Reach and frequency are KPIs at the center of every TV ad campaign; however, shrinking audiences, the proliferation of streaming video, and the availability of DVRs in most TV households has enabled the irreversible erosion of linear TV reach,” said Ashwin Navin, CEO and co-founder of Samba TV, in a statement. “Without using precise TV data to complete the picture of today’s modern viewer, marketers are facing a ‘viewer insights gap.’ More than 400 of the world’s largest advertisers have turned to Samba’s leading Sync + Retarget solution to connect with these ‘unreachables’ and now, with the launch of the Samba TV Audience Platform, we have made TV audiences even more accessible to marketers than ever before.”
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“Samba TV's Audience Discovery tool helped us better understand the video consumption of our consumers, holistically plan our media buys and activate cross-channel video campaigns that are optimizing our frequency and maximizing our reach against our different audiences,” said Emmanuel Marques, vice president of customer engagement for Walt Disney Parks & Resorts, in a statement.
Samba’s data comes from proprietary video ACR technology integrated in chips across 12 smart TV brands.