Yahoo Team Up With Samba TV To Provide Greater Solutions For Advertisers

Yahoo Team Up With Samba TV To Provide Greater Solutions For Advertisers

Yahoo announced today a first-of-its-kind partnership in Australia with Samba TV, the leading global omniscreen advertising and analytics company. The new deal provides advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world.

Samba TV’s first-party Smart TV data is now integrated into the Yahoo DSP to help advertisers maximise their advertising dollars effectively and efficiently. The new data offers advertisers in-flight insights into linear audiences engaging across all digital channels to inform optimisations and ROI.

“Our partnership with Samba TV bridges the gap between offline linear and online audiences. Brands and agencies can now plan, activate, and measure total TV budgets in a far more seamless and effective manner than ever before,” said Yahoo’s senior director of platforms APAC, John McNerney.

“Marketers can now truly understand who has and hasn’t seen an ad, resolving the long-standing problem of repeat ads and wasted ad spend. They can also sequence messaging from TV formats to mobile and PC for further discovery and conversion”

“Yahoo’s DSP has seen exponential growth over the past two years and, with the Samba TV integration, agencies and brands will be empowered with new insights from first-party data and accurate measurement solutions for advanced television – one of the fastest growing digital channels.”

Yasmin Sanders, managing director at Samba TV Australia, adds: “As the only Smart TV ACR data provider in Australia that can integrate and surface household-level TV data into marketing platforms’ omniscreen advertising and measurement insights, we’re excited to be a part of this initiative for Australian advertisers. The opportunity here for marketers is clear – true incremental reach and frequency optimisation across every screen in the consumer journey.”

Through the new integration, advertisers using Yahoo’s DSP can now plan, target and measure the delivered incremental reach of their campaign broken out by publisher, format, and line. This allows buyers to target and gather new insights about net new audiences, personalise messaging across all broadcasters programming at once.




Please login with linkedin to comment

samba tv yahoo

Latest News

Allied Nabs Nicola Gold From Pico International Dubai
  • Advertising

Allied Nabs Nicola Gold From Pico International Dubai

Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
  • Marketing

“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma

Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]