Samba TV’s technology is embedded in millions of smart TVs and set-top boxes, which gives the company and its clients troves of data about the viewing habits – both ad and content-wise – of consumers. Now, MediaMath clients will be able to tap into this data to create custom audience segments, enabling them to effectively retarget TV audiences on digital platforms.
“Leveraging Samba TV’s deep understanding of audience segmentation and real-time viewership data, MediaMath clients will now be able to retarget specific TV audiences across all platforms to drive increased engagement and purchase,” said Ashwin Navin, CEO and co-founder of Samba TV (pictured above). “We are happy to be working with MediaMath, a leading DSP, to not only enable brands to easily target across TV and digital but also measure cross-screen reach and ad effectiveness.”
MediaMath clients will be able to retarget viewers of specific shows and events, and also those who have been exposed to certain ads. More, they can identify and target unique audience segments based on purchase and behavioral data.
Kepler Group, a marketing and advertising agency, has been piloting the new offering.
“Targeting audiences based on Samba’s TV viewership data has proven to be an extremely effective tactic for us,” said Garrett Dale, co-founder and SVP of Optimization & Innovation at Kepler Group. “Based on client data, we know that consumers with certain TV viewing behaviors tend to be much more responsive to specific messages and offers, and now we’re able to very precisely target them across MediaMath-accessible inventory. We look forward to expanding this tactic across our client base.”