NEWS17 May 2024

Samba TV and StackAdapt agree first-party data partnership

Data analytics Media New business News North America

CANADA – Programmatic advertising platform StackAdapt and audience measurement company Samba TV have partnered together to integrate Samba TV’s first-party dataset into the StackAdapt platform.

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The agreement will allow StackAdapt to provide clients with incremental reach and measurement data to support advertising and marketing campaigns.

As part of the partnership, StackAdapt is releasing two new features to its platform called Incremental Reach Forecasting and Incremental Reach Measurement.

Incremental Reach Forecasting allows clients to input various campaign parameters such as brand, geography, inventory packages, bid and budget into a forecasting tool.

The tool then uses the Samba TV dataset to identify specific linear TV campaigns associated with the brand and details such as advertiser, brand name and linear TV creatives directly within the platform.

Incremental Reach Measurement provides metrics such as unique incremental reach percentage, average frequency across different formats and analytics by channel and location, including for political campaigns by district.

Denis Loboda, senior director of data at StackAdapt, said: “The top campaigns maximise reach, and our partnership with Samba TV directly addresses this for our customers.

“We have enabled StackAdapt users to make informed decisions by predicting the additional reach each dollar spent will generate, alongside other solutions like optimising towards ideal frequency and measuring incremental reach with ease.”

Samba TV chief commercial officer Aden Zaman added: “Our collaboration with StackAdapt is a step forward for integrated planning, activation and measurement in one programmatic platform.

“Samba TV’s extensive viewership insights that enable ad audience targeting and campaign insights help empower StackAdapt clients to transact more efficiently and drive improved return on ad spend.”