TV measurement providers in the streaming era have quite a lot of boxes to check: frequency, reach, audience verification, data collection. But in Samba TV’s view, nothing matters without the ability to achieve and measure incremental reach. The vast majority (97%) of all linear TV ad impressions in Q4 were shown over and over again to the same 55% of US viewers, according to research conducted by Samba using ACR technology. And that’s a big waste, said Samba’s CEO Ashwin Navin. Marketers are missing out because the current CPM model “doesn’t deduplicate across screens,” Navin said.
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