Samba TV, a provider of real-time audience based advertising and insights, and video ad serving platform SpotX, have partnered to power custom audience targeting and segmentation for video ads across web, app and connected TV environments.

SpotX will become Samba TV’s primary connected TV ad server, enabling brands and advertisers to buy across its connected TV inventory programmatically and traditionally. Through the partnership, Samba’s proprietary TV viewership data will be available via SpotX’s ad serving platform, allowing publishers and advertisers to activate custom TV audience segments, combine TV and digital datasets and extend TV campaigns to all screens. At launch, more than 50 publishers will offer this enriched data set with that number expected to grow exponentially over the next six months.

“Our partnership brings over 2,500 attributes to 200 million connected TV impressions a month, allowing advertisers to address audiences across a very wide range of premium publishers with a combined reach of 35 million households. That scale is complemented with precision so that marketers can narrow their targeting to specific audiences with confirmed purchase data in order to drive their real-time bidding. Never has the TV audience been more addressable than today,” said Ashwin Navin, CEO of Samba TV.

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