Samba TV’s extensive first-party data, which is gathered from Smart TVs and includes insights on viewing behaviour across broadcast and streaming, is being 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. Pubmatic is a sell-side platform that supports programmatic targeting.
The combined solution helps European advertisers reach audiences based on TV viewing behaviours. One key insight is whether a home has been exposed to an advertisement on broadcast linear TV – giving an advertiser the chance to target them via digital in order to drive up reach. This data also makes it easier to optimise frequency. In addition, advertisers will be able to de-duplicate ad exposure data across broadcast linear, connected TV and other digital channels. A key part of this collaboration is to make it easier for marketers to use television and streaming across multiple markets via a single solution.
“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,” comments 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.”
“Consumers engage with content across a variety of devices, so true addressability requires omnichannel reach,” adds Emma Newman, Chief Revenue Officer, EMEA at PubMatic. “We are excited to partner with Samba TV to bring their linear and OTT data to our customers. By targeting high-value segments across PubMatic’s premium digital inventory, buyers can deliver relevant ad experiences at scale, driving return on ad spend.”
“Global brands need global solutions,” declares David Barker, SVP of Global Commercial Partnerships at Samba TV. “Our European customers can now significantly optimise reach and frequency against audiences in Europe’s four largest advertising markets.”