Real-Time TV Researcher Samba TV Starts DMP

Broadening its efforts for TV marketers, Samba TV is starting a data management platform (DMP) for its TV data in a partnership with Acxiom’s LiveRamp.

Samba TV, which provides  first-party, real-time TV viewership data, says the new effort will offer “a single, de-duplicated view of the customer journey across linear television, over-the-top (OTT) and digital media platforms for high-precision, cross-screen targeting of programmatic media."

LiveRamp helps move data between marketing platforms, such as Google, and a couple of ad networks, Facebook and Dish TV. The company’s IdentityLink deal allows advertisers to match first-party digital and offline data to data in the Samba TV DMP.

Ashwin Navin, COO/cofounder of Samba TV, says its new DMP will allow advertisers to measure the impact of TV campaigns across screens.

Samba TV says 400 brands currently use its DMP for TV audiences or TV analytics, which can describe TV audiences with more than 2,500 audience attributes.

The company says its data comes from 200 million+ devices, including smart TVs, set-top boxes, smartphones and other connected devices.

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