PubMatic last week announced it has will integrate Samba TV’s first-party TV data. Advertisers in the United Kingdom, Germany, Italy, and France will be able to use Samba TV’s first-party Connected TV data.
According to PubMatic, the integration enables European advertisers to reach audiences based on TV viewing behaviors and drive incremental reach by targeting audiences that are not exposed to linear TV advertising. Advertisers will be able to deduplicate ad exposure data across linear, Connected TV, and digital channels.
“By combining Samba TV’s proprietary audiences with PubMatic’s scale and inventory quality, our European customers can now leverage comprehensive TV audience targeting essential to their omniscreen playbook,” said Samba TV SVP of Global Commercial Partnerships David Barker. “Global brands need global solutions. Our European customers can now significantly optimise reach and frequency against audiences in Europe’s four largest advertising markets.”