Epsilon Adds Samba TV Viewing Data to PeopleCloud

Publicis-owned data company Epsilon is integrating Samba TV's OTT and linear television viewing data into its PeopleCloud, which measures the connection between digital ads and consumer events such as purchases.

PeopleCloud, for which Epsilon received MRC accreditation in 2021, will now provide Epsilon clients with insights into customers' TV viewing , helping to guide media buying strategies. Clients can access Samba TV's data to build, model, and activate their own TV behavioral audiences: allowing them to optimize incremental reach, engage linear TV exposed audiences with down-funnel messaging, reach viewers of competitors' ads, and create customized TV and OTT program viewing audiences for entertainment and gaming clients.

Epsilon and Publicis will also be able to build and deploy Samba TV Behavioral Audiences connected to Epsilon's CORE ID solution, which reaches more than 250 million US consumers, on a self-serve basis, across all addressable media channels and partners.

Kris Magel, Head of Enterprise Solutions at Samba TV, says the deal will offer Epsilon and Publicis clients a 'deep understanding' of the modern viewing behavior of their customers, as opposed to age/gender proxies. Kate Sirkin, EVP of Global Data Partnerships at Epsilon, adds: '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. 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'.

Web sites: www.samba.tv and www.epsilon.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.