Advanced Television

Samba TV partners with Epsilon

April 21, 2023

Samba TV, a provider of TV technology for audience data and omniscreen measurement, announced today it is partnering with Epsilon, an advertising and marketing technology company and part of Publicis Groupe, to integrate Samba TV’s OTT and linear television viewing data into Epsilon PeopleCloud.

The integration provides Epsilon clients with granular insights into customers’ TV and streaming TV viewing to guide their media buying strategies. Samba TV’s US viewership insights are sourced from 10 diverse television manufacturers (24 globally), comprising a highly representative viewership data set.

Epsilon clients can also access Samba TV’s data to build, model, and activate their own TV behavioral audiences to optimise incremental reach, engage linear TV exposed audiences with down-funnel messaging, conquest viewers of competitors’ ads, and create customised TV and OTT programme viewing audiences for entertainment and gaming clients.

“Epsilon is a preeminent identity and audience provider to many of the world’s largest marketers. Their integration of Samba TV’s rich and representative viewing dataset will offer Epsilon and Publicis clients a deep understanding of the modern viewing behaviors of their  customers, as opposed to age/gender proxies. Epsilon and Publicis will also be the first agency holding company to build and deploy Samba TV Behavioural Audiences connected to Epsilon’s CORE ID on a self-serve basis, across all addressable media channels and partners,” said Kris Magel, Head of Enterprise Solutions at Samba TV.

“Every marketer is searching for valid and representative views of today’s modern viewing behaviors to understand their current customers better and build new relationships with future customers. Connecting CORE ID with Samba TV’s wealth of linear and OTT viewing data will enable sophisticated customer viewing insights and more versatile planning and targeting solutions for our clients across all major categories. In a time where we must optimise every dollar, our partnership with Samba TV supports our vision to have a full, 360-degree view of customers and prospects with which to better guide media spend to achieve growth in the most effective way possible,” added Kate Sirkin, EVP of Global Data Partnerships at Epsilon.

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