Samba TV and 605 in Omniscreen Data Deal

Cross-screen television analytics provider Samba TV has partnered with TV measurement company 605, giving Samba exclusive access to 605's subset of TV viewing data and allowing ad targeting across over-the-top streaming and linear audiences.

Samba's proprietary automatic content recognition technology (ACR) is integrated with 24 of the top Smart TV brands globally, fingerprinting all content that appears on the screen. Comparing those fingerprints to its library of shows, commercials, movies and games gives Samba what it says is the world's largest global TV panel. 605, which offers advertising and content measurement, full-funnel attribution, media planning and optimization, has agreed to provide Samba TV with exclusive addressable access to a subset of its viewing data.

Following the deal Samba TV's addressable footprint will exceed more than 46 million opted-in TVs globally, of which 28 million are in the US. The partnership will enable targeting capabilities across connected TV campaigns, as well as display and video advertising on all the connected devices within a home.

Samba TV co-founder and CEO Ashwin Navin (pictured) comments: 'Our first-party data, augmented by this exclusive partnership with 605, provides our customers access to a comprehensive end-to-end view into the effectiveness of advertising across all of the screens we use to watch video'.

Web sites: www.samba.tv and www.605.tv .