• by Wayne Friedman , January 8, 2018

TV ad tech company Samba TV is now offering a self-serve audience targeting platform for TV marketers.

Samba TV says its Audience Platform improves the ability to granularly target TV advertising and helps marketers execute cross-screen campaigns built on a “understanding of linear TV audiences.”

It made this announcement at the Consumer Electronics Show in Las Vegas.

Samba’s planning analysis allows marketers to identify those TV shows and networks to specific audiences beyond age and gender. The platform helps with addressability TV deals, in which marketers can get instant segment generation attached to any Demand Side Platform (DSP) for programmatic buys.

The company says more than 400 advertisers have used some of its technology.

Per Samba, it maintains the largest TV data footprint, with proprietary video automatic content recognition (ACR) technology integrated across 12 smart TV brands that captures data from millions of households globally.

In March 2017, Samba TV started a data management platform (DMP) for its TV data in a partnership with Acxiom’s LiveRamp.

In May 2016, Samba TV announced a deal with video ad serving platform SpotX to enhance audience targeting and segmentation for video advertisements on the Web, app and connected TV platforms.