Samba TV is selling its managed ad sales business to programmatic platform MiQ in order to focus purely on audience measurement.
The multi-year deal will see Samba TV become an MiQ measurement provider, with MiQ becoming Samba TV’s preferred managed service provider in the US. Samba will move its entire managed service business and staff to MiQ.
The deal also eliminates the conflict of interest between Samba TV’s ad sales business and its audience measurement tool.
The terms of the deal have not been disclosed by the companies. However, a person familiar with the mater said that Samba will receive around $100 million in payments.
“Today’s announcement reinforces our strategic focus on the next generation of currency-grade measurement and media optimization for our partners across every screen, platform, and channel. Marketers and media vendors who leverage our TV data and measurement portfolio see us as their trusted source of truth for media performance without bias for our own media,” said Samba TV co-founder and CEO, Ashwin Navin.
“With CTV spending projected to exceed $20 billion this year, marketers need persistent access to TV data in order to realize the benefits of holistic TV investment,” said MiQ co-founder and global executive chairman Gurman Hundal. “Samba TV has long been a major player in the TV data space, and we are thrilled to partner with them to offer our clients scaled and diversified TV data that drives leading Advanced TV activations and analytics solutions. By combining our programmatic media expertise with their media services business, we will give our clients unmatched Advanced TV data access and bridge TV investment into full omnichannel treatment in ways they never could before.”
MiQ co-founder Lee Puri added, “MiQ has the largest and most diversified TV data footprint in the U.S. that allows marketers to plan and activate connected campaigns, leveraging viewership data from 60 million devices across 43 million households. This extensive data set combined with our unique, agnostic approach to programmatic will undoubtedly prove instrumental in powering stronger campaigns, long-term results, and new opportunities for our clients moving forward.”
