Exclusive: Disney inks deal with Samba TV as measurement partner

Disney on Tuesday will announce a new deal with Samba TV, a digital measurement company, to provide alternative data to Disney advertisers looking to better understand how their content is viewed in real-time via streaming. Why it matters: Samba is the first third-party vendor that Disney has officially named as a partner, as it looks to broaden the types of measurement solutions it offers its advertisers in the digital world.