US-based television insights firm Samba TV has launched a data management platform (TV DMP), giving a single, de-duplicated view of the customer journey across linear television, OTT and digital media platforms, for cross-screen targeting of programmatic media.
<! pod><! pod>Launched in partnership with customer data 'onboarding' specialist LiveRamp, the new DMP enables activation of TV audiences on more than 120 programmatic platforms for a combined reach of more than one billion screens. LiveRamp's IdentityLink tool will now help advertisers match their first-party digital and off-line data to data in the Samba TV DMP. They can then append TV viewing insights to clients' analytics and buying platforms, helping brands identify the right audiences to reach.
CEO Ashwin Navin (pictured) comments: 'In addition to audience segmentation, the Samba TV DMP also enables advertisers to measure TV campaign impact holistically across screens. Television has never been so precise and comparable to other forms of activation until now'.
Web sites: www.samba.tv and www.liveramp.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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