The Trade Desk this month announced the integration of Samba TV, at a global level, starting with Australia. Samba TV is a provider of consumer cross-screen television insights and analytics.
According to The Trade Desk, Samba TV’s data will provide Australian advertisers with cross-screen planning and targeting capabilities to find specific TV audiences across every addressable screen based on their prior television viewing behaviors.
Planning and targeting include cross-screen reach and frequency metrics to plan and optimize TV campaigns, ability to target viewers who were either exposed or unexposed to a brand’s TV commercials across both BVOD and the open web, reach TV audiences such as streamers, gamers, and Light TV Viewers.
Samba TV’s core data is generated by the company’s Automated Content Recognition (ACR) technology to provide actionable insights into what consumers are actually watching across Broadcast Linear, Cable, and OTT video and the effectiveness of advertising campaigns. Samba TV data is built from a global network of over 26 million Smart televisions.
In May, last year, The Trade Desk integrated Samba TV data in the Planer.