Samba TV and LG Ads included testimonials from agency and client customers backing their alternative measurements or guarantees. Samba, which was tapped by Disney Advertising as a currency alternative earlier this year, built its NewFronts pitch around its “FlexFronts” approach of helping advertisers find viewers in connected TV they can't reach elsewhere. Samba touted its incremental cost per thousand (iCPM) guarantee that lets buyers pay only for CTV audiences that are additive to their linear TV buys.
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