The agreement between the two companies will see Samba TV’s over-the-top (OTT) and linear television viewing data integrated into Epsilon’s PeopleCloud platform.

The integration will provide Epsilon clients with insights into customers’ television and streaming viewing to help inform media buying strategies.

Epsilon clients can also access Samba TV’s data to build, model and use their own television behavioural audiences, engage with linear television audiences through messaging and create television and OTT programme viewing audiences for entertainment and gaming.

Kris Magel, head of enterprise solutions at Samba TV, said: “Their integration of Samba TV’s rich and representative viewing dataset will offer Epsilon and Publicis clients a deep understanding of the modern viewing behaviours of their customers, as opposed to age/gender proxies.

“Epsilon and Publicis will also be the first agency holding company to build and deploy Samba TV behavioural audiences connected to Epsilon’s Core ID on a self-serve basis, across all addressable media channels and partners.”

Kate Sirkin, executive vice-president of global data partnerships at Epsilon, said: “Every marketer is searching for valid and representative views of today’s modern viewing behaviours to understand their current customers better and build new relationships with future customers.

“Connecting Core ID with Samba TV’s wealth of linear and OTT viewing data will enable sophisticated customer viewing insights and more versatile planning and targeting solutions for our clients across all major categories.”

The agreement follows the announcement of a strategic partnership between Samba TV and French television analytics firm Admo.tv earlier this month.

The partnership with Admo.tv will combine Samba TV’s automatic content recognition (ACR) viewership data with Admo.tv’s analytics platform.

Pierre Figeat, co-founder at Admo.tv, said: “The combined impact of our analytics suite and Samba TV’s first-party ACR viewership data is a game-changer for brands looking to measure and optimise with greater precision and scale in a fragmented ecosystem.”

David Barker, senior vice-president of international sales at Samba TV, said: “With viewership behaviour changing at a rapid pace, measurement has never been more important.

“France is one of the most advanced connected television (CTV) markets in Europe and we are proud to partner with one of its leading companies to provide an innovative approach to measurement and attribution that bridges linear TV and CTV.”