Cross screen TV analytics company Samba TV and ad tech firm advertising technology platform The Trade Desk have expanded their US partnership to international markets, beginning in Australia.
The move will see Samba TV’s data on The Trade Desk platform, providing Australian clients with cross-screen planning and targeting capabilities to find specific TV audiences across every addressable screen based on their prior television viewing behaviours.
The announcement will complement cross-industry efforts in Australia, including the launch of Virtual Australia, or ‘VOZ,’ to provide all-screen, cross-platform reporting.
“We’re delighted to deepen our partnership with a market leader like The Trade Desk that shares our mission to enhance the impact of programmatic advertising using the power of advanced capabilities of our TV viewership data and audience insights,” said Dan Ackerman, Chief Revenue Officer, Samba TV. “Australia is one of the most innovative media markets in the world and advertisers here are looking for the most advanced tools to boost audience reach, optimise campaign frequency and deepen audience insight. Together we will bring these capabilities to market for the first time.”
“TV consumption is changing and 2020 will be a watershed year for cross-screen measurement in Australia,” stated James Bayes, GM Australia New Zealand, The Trade Desk. “Samba’s launch, made available first via The Trade Desk, together with the introduction of VOZ, will fundamentally change TV planning and reporting in Australia. We’re fully committed to supporting the growth of the TV industry through innovative data solutions that maximise the impact of premium, professionally produced content.
