Partnership for HyphaMetrics and SambaTV

Audience data and omniscreen measurement tech firm SambaTV has announced a partnership with independent cross-media dataset HyphaMetrics, combining data from the former's opted-in devices and the latter's panel.

Hypha uses AI and machine learning to analyze and optimize advertising and video content, supporting interoperability across the media ecosystem and serving measurement companies, brands, agencies and media publishers. Samba TV's tech provides real-time insights and powers audience targeting, tapping proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands in over 100 countries. Last week it announced a tie-up with Snap, providing ad impact data for the entertainment vertical.

The new partnership promises access to a unified, cross-validated dataset covering millions of devices and combining census-level data with person-level granularity. The partners say it will deliver data on 'previously difficult to measure behaviors, including person-level and co-viewing of linear and streaming TV, multichannel video programming distributors (MVPD), user-generated content (UGC), broadcast-only households [and] video games'.

Samba TV co-founder and CEO Ashwin Navin comments, 'Advertisers, media publishers and their currency providers navigate a complex landscape of data that often excludes walled gardens, and shortchanges under-represented viewing audiences. Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency'. HyphaMetrics CEO Chris Wilson (pictured) adds: 'We are excited to provide a new and unprecedented level of detail that, in combination with Samba TV's data, will fulfill the cumulative industry demand of granularity at scale'.

HyphaMetrics Co-founder and President Joanna Drews adds, 'Hypha's longstanding goal is to accelerate the activation of interoperability - for our clients and for the industry at large. Together with Samba TV, we are making this a reality'.

The partners are online at www.samba.tv and www.hyphametrics.com .