Samba TV Extends Havas Partnership

Samba TV has further expanded its partnership with Havas Media Network North America, feeding its data into the Havas Media Meaningful Rating Point (MRP) product for cross-platform planning and measurement. US clients of Havas' Converged platform can also tap into Samba audience targeting segments.

Samba TV uses proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, to provide advertisers and media companies with a unified view of the entire consumer journey. The firm's proprietary automatic content recognition (ACR) data is already the basis of Havas Media's proprietary audience and data management platform, for both linear and streaming audiences. The MRP goes beyond TV ratings with both qual and quant audience factors feeding into a more nuanced and holistic view of the video landscape, including engagement, and in addition to Nielsen and Comscore data will now make use of Samba's comprehensive multi-brand Smart TV dataset, which covers second-by-second show-level viewership and streaming.

Mike Bregman, Chief Activation Officer for Havas Media Network North America, comments: 'Through this partnership, we will leverage Samba TV data in our cloud environment for custom model development, personalization and activation in a truly meaningful way for clients in the US. Samba's granular, real-time data is an ideal complement to Nielsen and Comscore data that we leverage in the MRP and across Converged to plan, activate, and measure for campaign optimization'. Samba CEO Ashwin Navin (pictured) adds: 'Havas Media has always been an innovator with data and we are proud to see what our collaboration with Samba's TV data unlocks for advertisers across the US'.

Havas Media Network is home to more than 10,000 specialists across 150 countries worldwide, with 73 Villages. Web sites: www.samba.tv and www.havasmedianetwork.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.