The State of Viewership

Jason Wolfson
Director, Product Marketing
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How to use Pre-filtered PMPs to achieve a guaranteed match rate

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Author
Jason Wolfson
Director, Product Marketing
Apr 11, 2022
3
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As TV consumption continues to splinter across the media landscape, programmatically reaching specific audiences in a screen-agnostic or omniscreen way has become increasingly complex. Coupled with the depreciation of legacy identifiers, like cookies and mobile device IDs, the sinking match rates put programmatic media buyers at risk of wasting budget by bidding on ads for consumers outside of their target audience. 

Put another way, audience segments piped into a media buyer’s demand-side platform (DSP) still leave match rates to a shot in the dark. Thankfully, there is a solution: Pre-filtered private marketplaces (PMP). 

What is a PMP?

PMPs are invitation-only, real-time bidding marketplaces where media vendors make their ad inventory and audiences available to select buyers. 

Video consumption fragmentation and decreased usage of cookies are making high-quality identity and contextual data critical for advertisers to effectively reach the right consumers across multiple screens. The challenge is now for advertisers to seek and find differentiating data and supply to reach their users programmatically – with speed and predictability at the forefront. 

The benefits of Pre-filtered PMPs

As more inventory moves from direct to programmatic channels, advertisers are opting to buy on PMPs, seeking projectable and controllable ways to target audiences on premium inventory. Additionally, there should be filters in place to ensure qualified audiences are available on appropriate inventory when running open exchange buying strategies. This may be a part of typical targeting features, such as inclusion lists to target specific domains, or tapping into third-party verification integrations in the DSP. However, there is still the required matching process of the DSP, data, and ad inventory, causing less regularity and reduced speed to market.    

In the case of Samba TV, our automatic content recognition (ACR) technology and fully opted-in, privacy-centric data empowers a more scientific approach to advertising whereby marketers activate audiences based on the content they consume and ads to which they are exposed. A Pre-filtered PMP will guarantee that ad inventory has been 100% pre-matched with a desired Samba TV audience segment. 

How to get the most from Pre-Filtered PMPs 

Pre-filtered PMPs are pretty new to the market, so here are some tips to get started with confidence.

  • Align your ads to the inventory you buy: Don’t overthink it. Focus on the Interactive Advertising Bureau’s (IAB) standards and common video lengths.
  • Be strategic and realistic about audience size: Overlaying too many audiences can hinder scale, so select the PMP that best suits your targeting and business goals.
  • Lean on the programmatic operations team: Even though this is programmatic, leveraging your Operations team to optimize the set up will go a long way to minimizing PMP inventory waste and maximizing bid opportunities.

How Samba TV can help

By pairing our major supply-side platform (SSP) integrations, resolution solutions, and proprietary identifier, SambaID, Pre-filtered PMPs are available to achieve accurate audience activation in any identity landscape and across any screen. The Samba TV platform matches our comprehensive audience data with first-party identifiers specific to that publisher rather than relying on the matching process between the DSP and inventory source. This provides far more stability and efficiency for advertisers to get campaigns live and offers significant value to advertisers amidst the identity upheaval in the industry.

With the advantages of Samba TV’s data-layered, curated campaigns across a multi-seller inventory, advertisers are able to combine powerful first-party assets in a premium environment to reach qualified inventory and audiences at scale. And, as a causal benefit, the supply side can better shape supply for their teams by creating custom marketplaces with inventory from multiple sellers.

Our pre-filtered, omniscreen PMPs allow advertisers to run campaigns against any of our data-layered inventory, with 100% match rate and the scale needed to reach their intended audience. 

Omniscreen targeting, which is integral to this strategy, has been a priority for Samba TV as we seek to help advertisers unlock incremental value from programmatic buying and the supply chain.

Samba TV’s ability to pre-qualify audiences on inventory at scale will give advertisers the audiences they crave while cultivating the internal trust needed to test, innovate, and thrive. The industry has experienced a lot of change in the last 12 months, and Samba TV has developed capabilities to prevent more concessions from being made for today or the future.

This post has been updated as of May 11, 2022.


Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolised by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimise audiences' consumer journey across an expanding slate of platforms.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolized by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimize audiences' consumer journey across an expanding slate of platforms.

“Samba gave us the platform to reach our audience and stay top of mind”

Aina Bolstad, Senior Marketing Comms Manager, Microsoft

"Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable."

Sarah Leidy, Manager, Southwest Airlines

“Using high-quality data sources, like Samba, to help us identify readers who engage in specific behavior is becoming a valuable enhancement to our strategies for finding the right people on BuzzFeed."

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