SpotX and Samba TV have penned a deal that will see the pair combine their respective video ad serving plus targeting capabilities to help advertisers buy connected TV ads in a manner that better targets the audiences they desire.
The partnership also entails the capability of delivering in-app and web-based ad units, with SpotX named as the primary connected TV ad server for Samba TV, in a partnership that will see advertisers use the latter’s proprietary TV viewership data to extend their media buys across all screens.
Samba TV’s content ID technology is integrated directly into millions of smart TVs and amplified by set-top box data, and at launch more than 50 publishers will offer this advertising offering to brands, with that number expected to grow significantly over the next six months, according to the pair. In addition, the company also claims it can offer insights on how such ad targeting impacts the consumer path-to-purchase.
Ashwin Navin, chief executive of Samba TV, said: “Our partnership brings over 2,500 attributes to 200 million connected TV impressions a month, allowing advertisers to address audiences across a very wide range of premium publishers with a combined reach of 35 million households.
“That scale is complemented with precision so that marketers can narrow their targeting to specific audiences with confirmed purchase data in order to drive their real-time bidding.”
Jeremy Straight, SpotX, vice president, strategic partnerships, added: “The partnership brings significant scale of targetable connected TV and cross-screen inventory to buyers in both traditional direct and programmatic environments, streamlining planning and post-campaign reporting for both sides of the media world.”