"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,”
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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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“Now we’re adding more digital and OTT exposure to that for more of a 360-degree view of how advertising is being consumed in a household.”
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Ken Mallon, senior VP, measurement sciences, at Samba TV, said that the overall audience was largely white and higher income for both nights, and that African-American viewership under-indexed on the first night.
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Marketers continue to look for ways to prove the effectiveness of their digital ads, including by matching them to offline sales, something that can be a challenge since such transactional data is often tightly held by retailers.
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