In the US, television insights provider Samba TV has launched an integration which enables broadcasters, networks and media companies to measure TV tune-in based on ads across the Google Marketing Platform.
Samba TV uses data from social media, connected devices and nearly 20 million opt-in smart TV households worldwide to help clients measure television viewing and understand its impact on consumer and purchasing behavior. Cross-platform analytics are drawn from its technology embedded in millions of smart TVs, and it uses 'a nationwide, census like panel that is fully representative of the US population' to measure TV and digital ad exposure for each household. Last year, the company launched a self-serve platform through which advertisers can discover and activate audiences programmatically, and it acquired Screen6, a real-time cross-device identity resolution platform.
The new solution enables TV programmers to attribute tune-ins (those who watch a particular television programme) driven by YouTube ads, as well as any digital media served through Google Campaign Manager and Display & Video 360 within the Google Marketing Platform. Using the tool, programmers can access tune-in campaign results directly in Google Marketing Platform, enabling optimization of media buys based on Samba TV's insights, which the firm says can help improve the ROI of tune-in campaigns.
CEO and co-founder Ashwin Navin (pictured) explains: 'To partner with Google, the driving innovator behind so many pillars of today's advertising ecosystem, makes perfect sense. Thousands of advertisers and publishers utilize Samba data to quantify and amplify business outcomes, and our integration with Google platforms make our conversion analytics more accessible and actionable than ever before'.
Web site: www.samba.tv .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.