Lucid partners with Samba TV on ad measurement

The agreement between the two companies will allow Lucid customers to access Samba TV’s first-party data identity resolution tool SambaID to examine advertising performance.

The tool will allow users to analyse mobile and desktop feedback on advertising that people have seen on linear television.

Lucid uses a survey-based approach to gather insights from people exposed to advertising campaigns to help marketers see how their adverts impact attitudes to and opinions of their brand.

Bridget Bidlack, senior vice-president of product at Lucid, said: “Partnering with Samba TV offers our customers a cross-device view into the effectiveness of their marketing campaigns.”

Chris Squire, senior vice-president and head of data products at Samba TV, said the partnership would help brands “accurately and quickly gauge ad effectiveness” through SambaID.