Partnership for StackAdapt and Samba TV

Multichannel programmatic advertising firm StackAdapt has announced a partnership to integrate first-party data from omniscreen TV measurement provider Samba TV into its platform.

StackAdapt provides a demand-side platform (DSP) allowing media buyers to plan, execute and optimise ads across devices and publishing partners. Its new partner Samba TV uses proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, to provide real-time insights and audience targeting.

StackAdapt will use Samba TV's automatic content recognition (ACR) dataset to provide its clients with two new features, Incremental Reach Forecasting and Incremental Reach Measurement, helping to maximise ROI from their campaigns. Incremental reach from adding new components to campaigns - for example CTV added to a linear TV ad buy - can now be forecast, analysed by geographical location, compared with that of competitor ads, and used to fine tune campaigns mid-run. The partners suggest this will have 'particular significance for the political advertising sector'.

StackAdapt Senior Director of Data Denis Loboda comments: 'The top campaigns maximize reach, and our partnership with Samba TV directly addresses this for our customers. We strive to ensure to our customers that no target audience is missed, helping advertisers and marketers to plan the most optimal campaigns and spend incremental budgets effectively. We have enabled StackAdapt users to make informed decisions by predicting the additional reach each dollar spent will generate, alongside other solutions like optimizing towards ideal frequency and measuring incremental reach with ease'. Samba TV CCO Aden Zaman (pictured) says the deal is 'a step forward for integrated planning, activation, and measurement in one programmatic platform'.

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