SambaTV and Kochava Partner to Measure Ad Impact

US-based media intelligence firm SambaTV has announced a strategic partnership with omnichannel measurement and attribution company Kochava. The deal aims to provide clients with 'always-on, consistently measured performance across both TV and digital platforms, at scale.'

Samba TV provides real-time cross-platform measurement and audience optimization based on first-party data from millions of opted-in connected televisions, plus web data from more than 50 countries. Its new partner Kochava offers omnichannel measurement, multi-touch attribution, 'modern' marketing mix modelling, and campaign management. The partnership aims to bring these services together to provide precise attribution throughout the consumer journey, linking household devices and channels within a unified framework.

The partners say marketers can now evaluate household-level performance by exposure frequency, identify regional effectiveness down to DMA and ZIP code levels, and analyze network and daypart results to identify high-performing placements. Clients can also view creative variant analysis, to understand which messages resonate most across audience segments and formats.

Samba TV CEO and co-founder Ashwin Navin says the tie-up provides 'a very rare combination of signals that will have a game-changing impact on marketing apps and entertainment,' moving brands 'from fuzzy assumptions to performance-driven media optimization of platforms.' Kochava CEO and founder Charles Manning (pictured)adds, 'We've been in the verified outcomes business since we started and with this partnership, it's being extended to linear TV at scale... This partnership enables brands to confidently align strategy with spend, and to unlock measurable value across both TV and digital.'

Web sites are at www.samba.com/business and www.kochava.com .

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