Samba TV to Sell Ad Sales Division to MiQ

US-based cross-screen television insights and analytics provider Samba TV is to sell its US managed media services division to UK-based marketing intelligence and programmatic media specialist MiQ, allowing Samba to focus on its data and measurement services. Terms have not been disclosed.

In kicking off the deal, the two companies have signed a multi-year commercial partnership to bolster MiQ's Advanced TV solutions with Samba's TV data and measurement capabilities. This involves expanding MiQ's existing connected television data footprint with Samba TV's 28 million US devices, bringing MiQ's total reach to more than 60 million nationwide. Upon closure of the data agreement, Samba TV will hand over its US managed media services business to MiQ.

The latest partnership follows MiQ's 2022 roll out of its cross-channel YouTube and TV campaign analytics and measurement capability in the UK, using smart television and automatic content recognition data from Samba, and YouTube analytics data from Pixability. MiQ co-founder and Global Executive Chairman Gurman Hundal says the deal will offer clients scaled and diversified TV data, through which to drive advanced TV activations and analytics solutions.

Samba TV co-founder and CEO Ashwin Navin says the divestment reinforces his company's focus on the 'next generation' of currency-grade measurement and media optimization for partners across every screen, platform and channel.

Web sites: www.sambatv.com and www.wearemiq.com .