"There are a lot of players in the space," said Marc Bourget, vice president of Samba TV. He added: "These might not be networks or channels, but these are aggregators who, when you look at their offering, they actually present a lot of those premium channels. The CTV space is extremely fragmented."
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"We've begun seeing companies like Samba TV, a company that has their software on most television manufacturers' devices. They're in 25 million televisions across the world and can provide real-time data for marketers at a breadth and depth that's never before been available."
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"Our contribution to the TV advertising ecosystem is a wealth of insights that we didn’t have five or 10 years ago. That transforms how we plan, optimize and measure programming decisions, creative decisions, as well as advertising decisions."
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"We believe strongly in the potential of using first-party data in the television space and over-the-top," he said. "We think that model is going to be much more privacy-compliant and valuable to advertisers and consumers."
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“We realized that that’s an opportunity to forge partnerships and offer up our capabilities as a one-stop shop for marketers to execute with us and be able to reach a massive scale and achieve that incrementality on top of their linear buys where they’re already spending today,”
Read more >This acquisition bolsters Samba’s market-leading understanding of global TV advertising and enhances the company’s capabilities for the cross-platform measurement of reach, frequency and conversions to real-world business outcomes, including tune-in.
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