Samba TV, MediaMath Team on Programmatic Targeting

Samba TV agreed to provide data to MediaMath, giving MediaMath clients access to targeting tools that will allow programmatic segmentation and retargeting of TV audiences.

The behavioral and purchase data enables MediaMath to target viewers of individual shows, as well as viewers exposed to specific TV ads and hard-to-reach audiences like cord cutters.

Financial terms were not disclosed.

“We are excited to partner with Samba TV to seamlessly extend standard and customized TV audiences for targeting on our platform. This allows for a unique and differentiated way to reach audiences, and we are already seeing substantial demand from our clients for this offering” said Aruna Paramasivam, head of audience partnerships at MediaMath.

Samba TV is built directly into TVs and set-top boxes and provides broadcasters and advertisers with analytics that help understand the evolving audiences for video across television, smart phones, tablets and personal computers.

“Leveraging Samba TV’s deep understanding of audience segmentation and real-time viewership data, MediaMath clients will now be able to retarget specific TV audiences across all platforms to drive increased engagement and purchase," said Ashwin Navin, CEO and co-founder of Samba TV. “We are happy to be working with MediaMath, a leading DSP, to not only enable brands to easily target across TV and digital but also measure cross-screen reach and ad effectiveness."

(Photo via FamZoo Staff's FlickrImage taken on May 25, 2016 and used per Creative Commons 2.0 license. The photo was cropped to fit 3x4 aspect ratio.)

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.