Global programmatic media partner MiQ and cross-screen television insights and analytics provider Samba TV have joined forces to offer better planning and activation by leveraging consumption insights across the largest Smart TV dataset in Australia.
The partnership is aimed at helping brands that are increasingly seeking advanced TV expertise to better manage frequency while maximising reach across screens and media formats including TV, mobile, connected TV (CTV), video, and display.
MiQ CEO Australia Jason Scott says Samba TV's advanced viewership analytics for television have been proven to be successful in other markets.
“This deal provides clients with early access to some of the richest, most granular TV insights to help inform their media investments, combined with our technology and expertise to better connect the consumer path to purchase across screens,” Scott says.
Samba TV’s viewership data leveraged across tens of millions of Smart TVs globally, utilises proprietary and privacy-compliant Automatic Content Recognition technology to gather TV viewership data from a fully opted in and comprehensive consumer base, producing deterministic program viewership and spot exposure data from the TV device.
Through phase one of this collaboration, MiQ will bring its TV viewership activation capabilities to the Australian market with advanced controls for reach and frequency management across screens and formats including CTV, mobile, and display.
“This partnership with MiQ will enhance TV measurement and activation in one of the most collaborative and advanced TV markets in the world," Samba TV Australia managing director Yasmin Sanders says.
“Our combined capabilities unlock a progressive approach to intelligent cross-screen planning, campaign optimisation, and measurement attribution insights using our first-party opted in TV viewership data across broadcast linear, cable and OTT. These insights will be pivotal to driving even greater value for marketers and brands.”
The partnership comes following Samba TV's expansion into the Australian market, appointing Sanders to the newly created MD role.
Sanders has been appointed to build and scale Samba TV’s Australian business. She brings nearly 20 years of experience in the advertising technology and media industry.
She joins Samba TV from her consultancy business developed to help media and advertising technology clients to diversify and grow their revenue by building innovative market-first solutions.
Previously, Sanders held senior roles at companies like Verizon Media and ViacomCBS-owned Network 10.
Samba TV first launched in the Australian market with The Trade Desk earlier in the year expanding the two companies' partnership which began in the US.
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