Havas Media Integrates Samba's Linear TV Data

Havas Media Group (HMG) North America is adding OTT and linear television viewing data from cross-screen television insight and analytics provider Samba TV to its 'Converged' proprietary audience and data management platform.

Samba TV's viewer insights are sourced from more than 24 television manufacturers, and this viewing data set will be integrated into Converged, to provide HMG clients with insights into the household viewing behavior of their customers, and guide future media buying strategies. The partnership adds Samba TV's layer of viewing behavior data to other sources already integrated into Converged, such as purchase behavior and other advertiser first-party data sources.

Kris Magel, Head of Agency and Publisher Solutions at Samba TV, says the move will allow Havas to understand the linear and streaming TV viewing behavior of their clients' most valuable customer prospects, as opposed to legacy age and gender proxies. Mike Bregman, HMG North America Chief Data Officer, adds: 'This partnership allows us to understand how consumers spend time across screens and the ability to analyze the unique value media has for each one of our clients'.

Web sites: www.havasmediagroup.com and www.samba.tv .