“This is a positive move for Walmart and Vizio, but will undoubtedly shake up the space for advertisers currently relying on Vizio’s raw viewership data as part of their advertising or measurement stack,” Ashwin Navin, CEO of Samba TV, said in comments shared with Marketing Dive. Navin claims Samba TV is now the “only independent first-party TV data and measurement provider in the market.”
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