Samba TV, SpotX partner for OTT audience targeting and ad serving | Ad Tech | News | Rapid TV News
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Real-time audience-based advertising and insights technology provider Samba TV has joined forces with ad-serving platform SpotX to power custom audience targeting and segmentation for video ads across Web, app and connected TV environments.

Spot X 26May2017The move will see SpotX become Samba TV’s primary connected TV ad server, enabling brands and advertisers to buy across its connected TV inventory programmatically and through traditional means. Samba’s proprietary TV viewership data will be also available via SpotX’s ad serving platform, allowing publishers and advertisers to activate custom TV audience segments, combine TV and digital datasets and extend TV campaigns to multiple screens.

Samba TV’s content ID technology is already integrated directly into smart TVs and amplified by set-top box data, offering the most real-time viewership data and providing what the company claims is a unique understanding of TV viewership and its impact on consumer behaviour and purchase. At launch, more than 50 publishers will offer the enriched data set: the partners expect this number to grow ‘exponentially’ over the next six months.

“Our partnership brings over 2,500 attributes to 200 million connected TV impressions a month, allowing advertisers to address audiences across a very wide range of premium publishers with a combined reach of 35 million households,” explained said Samba TV CEO Ashwin Navin. “That scale is complemented with precision so that marketers can narrow their targeting to specific audiences with confirmed purchase data in order to drive their real-time bidding. Never has the TV audience been more addressable than today.”

“We’re pleased to partner with Samba TV to offer access to data-rich audience segments,” added Jeremy Straight, SVP, strategic partnerships at SpotX. “The partnership brings significant scale of targetable connected TV and cross-screen inventory to buyers in both traditional direct and programmatic environments, streamlining planning and post-campaign reporting for both sides of the media world.”