Samba TV is a data and analytics company that provides television insights based on real-time viewership data across broadcast, cable TV, OTT and digital media. 

The partnership combines Samba’s TV dataset with Kantar Millward Brown’s brand marketing analytics platform Ignite Network. The integration makes it possible to track exposure data at a TV set level and link it with claimed exposure at an individual level. 

“Our clients have been clamouring for verified passive data in linear television ad effectiveness measurement for quite some time," said Marc Ryan, chief product & innovation officer, media & digital at Kantar Millward Brown. 

"We’re thrilled to partner with Samba to address this need and bring to market a solution that is precise, scale-able, and privacy compliant.

"Through partnership with Samba TV, the most comprehensive source of real-time viewership data, we’re bringing clients the high level of insight and accuracy they’ve come to expect from digital ad effectiveness to television measurement.”