Hawk Targeting Data Deal for Samba TV

European omnichannel advertising company Hawk was announced a strategic partnership with audience data company Samba TV, promising more effective targeting for clients.

The deal gives advertisers and agencies using Hawk's DSP access to Samba TV's Geo Audience data and insights, and will roll out initially in the UK, with France and Germany to follow. Advertisers will get insight into TV advertising reach analysed at a geographic (postal district) level, allowing them to optimise targeting in those areas and add incremental reach using other channels such as CTV, audio, and digital out-of-home (DOOH).

Samba TV's VP of international customer success Jay Fowdar comments: 'A unified and holistic approach to omnichannel targeting is key to unlocking incremental reach in today's fragmented advertising landscape. The integration of Samba TV's TV Geo Audience data with Hawk's omnichannel platform gives advertisers a fresh perspective on viewership behaviour to achieve impactful audience reach at a granular level across multiple media channels'. Hawk's MD of UK and International Chris Childs says the 'impactful data' the partnership provides will enable brands 'to build bespoke and critical location strategies across their entire digital advertising plan'.

Samba TV, which is headed up by Ashwin Navin (pictured), headquartered in the US and also has operations in Australia and Spain, is online at www.samba.tv .