New Targeting and Measurement Partnership for Samba TV

Omnichannel ad solutions firm Kargo has partnered with TV audience measurement tech company Samba TV to help advertisers target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments.

Samba TV's software uses first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, to create a unified view of the consumer journey. Three weeks ago the firm partnered with content data platform IRIS.TV to launch new AI-based tools for contextual advertising and measurement. Its new partner Kargo creates ads and experiences across mobile, desktop, connected television and social media, and operates a media marketplace boasting '100% premium supply for brands'.

Kargo teamed up earlier this year with Fetch TV, Australia's second largest pay TV platform to launch a suite of CTV ad solutions. Fetch's subscriber and set-top box data is now integrated with Kargo's advanced contextual targeting capabilities, and the latest deal adds Samba TV's automatic content recognition (ACR) first-party viewership data from globally opted-in televisions. The latter can be analysed at a granular postcode level to give advertisers an in-depth understanding of ad performance, while Kargo will also combine its creative and targeting capabilities with Samba TV's omniscreen measurement to unlock deduplicated incremental reach on top of digital campaigns.

Samba TV Australia MD Yasmin Sanders (pictured) says the partnership 'gives advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach'.

The firms are online at www.samba.tv and www.kargo.com .

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