Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said: “Our partnership with Samba TV brings an enhanced Advanced TV solution to our Yahoo DSP and to clients across these strategic markets. Bridging linear TV and online digital audiences enables advertisers to maximise the effectiveness of their TV budgets and reach the right audiences across every screen seamlessly, without repeating ads needlessly. This first-of-its-kind partnership was launched in Australia last year and we’re thrilled to renew the relationship and expand into the UK and Canada. Advertisers can pool their TV and digital budgets to plan and measure audiences with Samba TV’s data and target audience segments created and curated by the Yahoo DSP in order to maximise campaign impact.” 

“It’s always been important for advertisers to drive performance, but a necessity today is how well you can reach Gen Z — a highly elusive segment of the population,” said Samba TV co-founder and CEO Ashwin Navin. “This generation is reshaping how content is consumed across every screen, highlighting a critical need for advertisers to embrace an omniscreen approach that connects all the dots of where these audiences watch TV today.”

Samba TV will feature a program packed with new insights into the audience landscape, the power of its omniscreen measurement solutions, and the state of advertising today for buyers to take a more data-driven approach to TV measurement and audience targeting. Joining Samba TV on stage during its presentation will be Global Head of Marketing Science at TikTok Jorge Ruiz to discuss the results of a joint first-of-its-kind measurement study on tune-in. 

Samba TV and TikTok released today the findings of a first of its kind partnered study measuring the effectiveness of advertising on the global entertainment platform to deliver awareness and conversion into viewership of shows, movies, and live events.

In a time where we must optimize every dollar, our partnership with Samba TV supports our vision to have a full, 360-degree view of customers and prospects with which to better guide media spend to achieve growth in the most effective way possible,” said Kate Sirkin, EVP of Global Data Partnerships at Epsilon.

“This partnership with Samba TV is the most accurate CTV measurement solution in the French market today," said Pierre Figeat, Co-Founder of Admo.tv. “The combined impact of our analytics suite and Samba TV’s first-party ACR viewership data is a game-changer for brands looking to measure and optimise with greater precision and scale in a fragmented ecosystem.”