The Trade Desk integrates Samba TV data in the Planner

The Trade Desk last week announced a partnership with Samba TV, that will power The Trade Desk’s Planner.

Samba TV’s commercial exposure data will be exclusively available on The Trade Desk’s Planner. This data will be leveraged by advertisers as an integrated part of The Trade Desk’s advanced audience modeling capabilities which projects to 80 million households in the United States.

The Trade Desk says the partnership helps marketers forecast cross-device reach and frequency across campaigns in TV and digital, and also segments audiences that switch viewership from traditional TV to streaming video and other digital media.

“Incorporating Samba TV’s rich insights directly into our Planner tool streamlines omnichannel media buys for our clients,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “We can now identify opportunities for incremental reach, frequency, and GRPs to optimize both linear and digital TV buying.”

“Making TV audiences more measurable and accessible are core tenets of Samba’s mission and with The Trade Desk we know that thousands of brands will design media plans within the platform they depend on to activate billions of impressions every day,” said Ashwin Navin, CEO, and co-founder of Samba TV. “This integration is a natural extension of the work we have done with The Trade Desk for the last several years, allowing us to reach TV audiences at census-level scale utilizing the largest and most representative TV data set at the core.”