• by Alex Weprin , May 2, 2019

The Trade Desk is tapping the video analytic company Samba TV to bring its data to The Trade Desk’s Planner, a programmatic connected-TV planning tool.

Samba TV’s commercial exposure data, which covers more than 48,000 advertisers, will be exclusively on the Planner. The companies say the deal will help marketers make better decisions and forecasting around cross-screen reach and exposure. 

Terms of the deal were not disclosed.

As consumers shift their viewing between traditional TV, connected TV devices and digital video, cross-platform measurement options are becoming more important.

In particular, there is a desire to reach cord-nevers, or consumers that aren’t watching traditional linear TV.

The Planner offering allows marketers to specifically target consumers that have not been exposed to their ads before, or to those that have already seen their ads.