StackAdapt and Samba TV partner to offer measurement and targeting

StackAdapt last week announced a collaboration with Samba TV, a provider of TV technology for audience data. This partnership aims to enhance programmatic advertising campaigns through improved reach measurement and audience targeting, particularly for Connected TV (CTV).

Programmatic advertising utilizes automated platforms to buy and sell ad inventory across various digital channels. This approach streamlines ad buying compared to traditional methods and allows for more targeted campaigns.

Connected TV (CTV) refers to internet-enabled televisions that allow viewers to access streaming services and other digital content. CTV viewership is growing, and advertisers are seeking effective ways to reach these audiences.

CTV Advertising outperforms other Digital Channels, new study reveals

The survey of over 600 marketing professionals found that CTV consistently delivers exceptional results, prompting 23.6% of respondents to plan increased spending on CTV campaigns.

PPC LandLuís Daniel Rijo

The partnership brings together StackAdapt's programmatic advertising platform with Samba TV's audience data derived from Automatic Content Recognition (ACR) technology. ACR allows Samba TV to identify what content is being watched on CTVs without relying on traditional cookies or tracking methods.

Leveraging Samba TV's data, StackAdapt is introducing two key features:

• Incremental Reach Forecasting: This tool estimates the additional reach gained by adding CTV to existing linear TV campaigns. It considers factors like target audience, location, and budget to provide forecasts.
• Incremental Reach Measurement: This feature measures the actual incremental reach achieved through a campaign, including details like viewer frequency across different formats and demographics.

These features can offer valuable insights to advertisers, enabling them to:

• Optimize Campaign Performance: By understanding the incremental reach of CTV advertising, advertisers can make informed decisions about budget allocation across different channels.
• Improve Targeting Accuracy: Samba TV's data allows for more precise audience targeting within CTV environments.
• Gain Insights into Political Advertising: The partnership provides detailed voter reach data within specific districts, potentially aiding campaign strategists.

As CTV viewership continues to grow, solutions like those offered by StackAdapt and Samba TV are likely to become increasingly important for advertisers seeking to reach their target audiences effectively.