It’s not as if award show producers want to hastily yank winners off stage without consideration for non-English speakers or whether someone actually has something of substance to say. Why does this matter to AdExchanger readers?īecause the disintegration of award show ratings is a reflection of the constraints of linear TV. If Samba has ambitions to become an ad ratings service, advertisers and media sellers will trust those ratings more if Samba doesn’t also sell ads itself.įans were thrilled last week when Michelle Yeoh told the Golden Globes award show producers to “shut up” when they tried to play her off stage after her win for Best Actress of the Year. By ditching its ads business, Samba is no longer competing with the likes of DSPs or with TV manufacturers that have their own ad businesses, such as Samsung or Hisense. Owning an ad sales business could muddy the waters for Samba with potential strategic partners. As alternative currencies gain traction with broadcasters, now might just be the time to go all in on measurement. Presumably, Samba is busy sharpening its knives and eyeing Nielsen’s buffet dinner.
By shedding its managed advertising biz, Samba TV frees up time and attention it can redirect to measurement and analytics products for streaming TV consumption and ad campaigns. Meanwhile, Samba TV gets to focus on TV measurement. As part of the multiyear commercial partnership, MiQ will directly handle all of Samba’s former sales operations. ĪCR data and ad analytics firm Samba TV’s media sales business is now in the hands of programmatic firm MiQ, Deadline reports. This allows buyers to target and gather new insights about net new audiences, personalise messaging across all broadcasters programming at once.Here’s today’s news round-up… Want it by email? Sign up here. Through the new integration, advertisers using Yahoo’s DSP can now plan, target and measure the delivered incremental reach of their campaign broken out by publisher, format, and line. The opportunity here for marketers is clear – true incremental reach and frequency optimisation across every screen in the consumer journey.” Yasmin Sanders, managing director at Samba TV Australia, adds: “As the only Smart TV ACR data provider in Australia that can integrate and surface household-level TV data into marketing platforms’ omniscreen advertising and measurement insights, we’re excited to be a part of this initiative for Australian advertisers. “Yahoo’s DSP has seen exponential growth over the past two years and, with the Samba TV integration, agencies and brands will be empowered with new insights from first-party data and accurate measurement solutions for advanced television – one of the fastest growing digital channels.”
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They can also sequence messaging from TV formats to mobile and PC for further discovery and conversion” “Marketers can now truly understand who has and hasn’t seen an ad, resolving the long-standing problem of repeat ads and wasted ad spend. Brands and agencies can now plan, activate, and measure total TV budgets in a far more seamless and effective manner than ever before,” said Yahoo’s senior director of platforms APAC, John McNerney.
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“Our partnership with Samba TV bridges the gap between offline linear and online audiences. The new data offers advertisers in-flight insights into linear audiences engaging across all digital channels to inform optimisations and ROI. Samba TV’s first-party Smart TV data is now integrated into the Yahoo DSP to help advertisers maximise their advertising dollars effectively and efficiently. The new deal provides advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world. Yahoo announced today a first-of-its-kind partnership in Australia with Samba TV, the leading global omniscreen advertising and analytics company.
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