Consumer cross-screen television and analytics provider Samba TV and global advertising technology platform The Trade Desk have expanded their US partnership to international markets beginning in Australia.
The announcement will complement cross-industry efforts in Australia, including the launch of VOZ to provide all-screen, cross-platform reporting.
Built into a global network of more than 26 million smart televisions, Samba TV’s core data is generated by the company’s proprietary Automated Content Recognition (ACR) technology to provide insights into what consumers are actually watching across broadcast linear, cable and over-the-top (OTT) video and the effectiveness of advertising campaigns.
The expansion of the partnership globally will provide advertisers with insights to assess content consumption and advertising effectiveness across addressable television screens.
“We’re delighted to deepen our partnership with a market leader like The Trade Desk that shares our mission to enhance the impact of programmatic advertising using the power of advanced capabilities of our TV viewership data and audience insights,” Samba TV chief revenue officer Dan Ackerman says.
“Australia is one of the most innovative media markets in the world and advertisers here are looking for the most advanced tools to boost audience reach, optimise campaign frequency and deepen audience insight. Together we will bring these capabilities to market for the first time.”
The Trade Desk general manager ANZ James Bayes says 2020 will be a "watershed' year for cross-screen measurement in Australia.
“Samba’s launch, made available first via The Trade Desk, together with the introduction of VOZ, will fundamentally change TV planning and reporting in Australia," Bayes says.
"We’re fully committed to supporting the growth of the TV industry through innovative data solutions that maximise the impact of premium, professionally produced content."
The partnership builds on the collaboration between the companies in the United States launched in 2019.
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