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Snap Partners with Samba TV
Omniscreen audience measurement tech firm Samba TV has entered a strategic partnership with Snapchat parent Snap Inc., providing ad impact data for the entertainment vertical.
 Snap advertisers will now be able to measure conversion outcomes using Samba TV's 'currency-grade' VTR solution, including measurement of lift, and insights into the entire customer journey.
Snap cited Samba's 'global footprint' as a key reason for the selection, including its coverage of 'all of the major walled gardens, more than 200 national networks in the US, local networks in more than 100 US DMAs and more than 400 digital publishers'.
Samba TV co-founder and CEO Ashwin Navin (pictured) comments, 'As a world-renowned social platform with a devoted audience, Snapchat is a powerful medium for promoting new entertainment options and brands in general. Our measurement reveals the best practices for how to leverage Snap for discoverability and brand engagement with a unique demographic accessible on the platform'. Christopher Plambeck, Head of Marketing Science at Snap Inc. says it is 'crucial' to offer 'accurate and holistic measurement of the impact of advertising on tune-ins for our brands'.
Web sites: www.snap.com and www.samba.tv .
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