• by Karlene Lukovitz  @KLmarketdaily, October 26, 2022

Samba TV OTT and linear television viewing data are being integrated into Havas Media Group (HMG) North America’s audience and data management platform, Converged.

The partnership makes HMG the first major agency holding company to fully integrate Samba TV’s television and gaming viewership data.

Samba’s TV viewership insights are sourced from more than 24 television manufacturers.

“Samba TV’s direct relationship with the consumer and the accuracy of their data” will provide HMG’s clients with new tools and insights “needed to find difficult to reach audiences and engage consumers today across every screen,” stated Mike Bregman, Havas Media Group North America chief data officer.“This partnership allows us to understand how consumers spend time across screens and the ability to analyze the unique value media has for each one of our clients.”

The Converged platform already includes purchase behavior and other advertiser first-party data sources.