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Samba TV Partners with PubMatic to deliver TV audience targeting capability 

Samba TV, a provider of omniscreen advertising and analytics, has announced a multi-market partnership with PubMatic, a sell-side platform for digital advertising. Samba TV’s extensive first-party Connected TV data will be integrated with PubMatic’s advertising platform to provide media buyers with advanced omniscreen targeting capabilities across four of Europe’s largest advertising markets: the UK, Germany, Italy, and France.

This combination provides European advertisers with the ability to reach audiences based on TV viewing behaviours and drive incremental reach by targeting audiences that are not exposed to linear TV advertising. This offering is a tool for global advertisers who aim to optimise reach and frequency via a single, multi-market solution. In addition, advertisers will be able to deduplicate ad exposure data across linear, Connected TV, and digital channels.

Ashwin Navin, co-founder and CEO, Samba TV, said, “Global brands need a scalable, programmatic solution to amplify TV advertising by reaching hard-to-find audiences across all of the devices we use to watch video today. This partnership between Samba TV and PubMatic provides European advertisers with the opportunity to effectively reach all TV and digital audiences at scale with the confidence that our first-party TV data provides.”

Emma Newman, Chief Revenue Officer, EMEA at PubMatic said, “Consumers engage with content across a variety of devices, so true addressability requires omnichannel reach,” “We are excited to partner with Samba TV to bring their linear and OTT data to our customers. By targeting these high-value segments across PubMatic’s premium digital inventory, buyers can deliver relevant ad experiences at scale, driving return on ad spend.”

David Barker, SVP of Global Commercial Partnerships, Samba TV, said, “By combining Samba TV’s proprietary audiences with PubMatic’s scale and inventory quality, our European customers can now leverage comprehensive TV audience targeting essential to their omniscreen playbook. Global brands need global solutions. Our European customers can now significantly optimise reach and frequency against audiences in Europe’s four largest advertising markets.”

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