Samba TV recently announced a partnership with Epsilon, a global advertising and marketing technology company and part of Publicis Groupe, to enhance advertising targeting capabilities for Epsilon clients and provide them with a deeper understanding of modern viewing behaviors. On the heels of Samba TV’s recently announced partnership with Havas Media Group, the collaboration with Epsilon aims to combine Samba TV's extensive viewing data with Epsilon's vast consumer insights to provide advertisers with a more comprehensive understanding of their target audiences. Let’s take a closer look.
What is Samba TV’s Role?
Samba TV is the global leader in television technology powering real-time insights and audience targeting. Our data provides advertisers and media companies a unified view of the entire consumer journey, delivering currency-grade measurement across every screen to help advertisers connect with their audiences anywhere.
Samba TV’s proprietary first-party data comes from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries. Our independent and comprehensive measurement technology has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.
How Samba TV and Epsilon Work Together
With 93% of all linear ads reaching the same 55% of U.S. households, the need for omniscreen approaches to both incrementality and managing frequency has never been more urgent.
Consistent with Samba TV’s open market, “anti-walled garden” positioning, Epsilon clients will now be able to target their Samba TV Audiences within addressable media such as streaming and linear TV, digital, and social – including more than three dozen of Samba TV’s publishing partners like Spotify, Facebook, Twitter, and Epsilon’s own media products.
Epsilon clients can access Samba TV’s data to build, model, and activate their own TV behavioral audiences to optimize incremental reach, engage linear TV exposed audiences with down-funnel messaging, conquest viewers of competitors’ ads, and create highly customized TV and over-the-top (OTT) program viewing audiences for entertainment and gaming clients.
What the Experts Are Saying
“Every marketer is searching for valid and representative views of today’s modern viewing behaviors to understand their current customers better and build new relationships with future customers. Connecting CORE ID with Samba TV’s wealth of linear and OTT viewing data will enable sophisticated customer viewing insights and more versatile planning and targeting solutions for our clients across all major categories. 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.
“Epsilon is a preeminent identity and audience provider to many of the world’s largest marketers. Their integration of Samba TV’s rich and representative viewing dataset will offer Epsilon and Publicis clients a deep understanding of the modern viewing behaviors of their customers, as opposed to age/gender proxies. Epsilon and Publicis will also be the first agency holding company to build and deploy Samba TV Behavioral Audiences connected to Epsilon’s CORE ID on a self-serve basis, across all addressable media channels and partners,” said Kris Magel, Head of Enterprise Solutions at Samba TV.