• by Tobi Elkin  @tobielkin, March 7, 2017

Real-time TV data provider Samba TV on Tuesday launched a data-management platform (DMP) that uses its first-party TV viewership data. Samba TV has partnered with LiveRamp on the DMP to offer advertisers the ability to obtain a single, de-duplicated view of the customer’s path across linear television, over-the-top (OTT), and digital media platforms.

Samba TV’s integration with LiveRamp’s technology seeks to enable more precise cross-screen targeting of programmatic media. The goal is to help advertisers deliver contextually relevant messages to consumers regardless of screen.  

Samba TV said LiveRamp IdentityLink technology allows advertisers to match their first-party digital and offline data to data in the Samba TV DMP in a privacy-compliant manner. The TV DMP will enable the addition of TV viewing insights to advertisers’ analytics and buying platforms. In addition to audience segmentation, the Samba TV DMP aims to help advertisers  measure the impact of their TV campaigns across screens.

“This partnership extends coordination of targeting and measurement across TV and digital in a way that advertisers have been wanting,” stated Travis May, LiveRamp president and general manager.