Advanced Television

Samba TV, HyphaMetrics partnership

January 8, 2024

Samba TV, a provider of TV technology for audience data and omniscreen measurement, has announced a partnership with HyphaMetrics, the sole independent cross-media, cross-walled-garden dataset designed to unify the worlds of linear, streaming, and digital.

This partnership marks the introduction of a scaled first-party TV and streaming viewership dataset, calibrated by a comprehensive person-level viewing panel that seamlessly and simultaneously measures all content, viewed by all people, across all devices in the home.

“This unique partnership between Samba TV and HyphaMetrics is a significant step in the urgent drive for real measurement reinvention across the video industry,” said VAB President and CEO Sean Cunningham. “This innovative dataset offering should prove to be a crucial accelerator, one that is capable of turning today’s ambitions for best comprehensive measurement solutions into an achieved reality for 2024.”

The partnership will exclusively leverage Samba TV’s first-party data in the US, pulling from millions of opted-in televisions calibrated by HyphaMetric’s individualised measurement of all content, ad consumption, product placement, and brand sponsorship across all devices through its opt-in panel. By combining Samba TV’s viewership data with HyphaMetrics’ patented and proprietary artificial intelligence-fueled panel data, the advertising industry will gain access to a unified dataset, offering census-level data with person-level granularity. The cross-validated dataset can be leveraged across the media marketplace to activate interoperability, thereby increasing flexibility and utility of existing data.

“Advertisers, media publishers, and their currency providers navigate a complex landscape of data that often excludes walled gardens, and shortchanges under-represented viewing audiences,” added Samba TV Co-founder and CEO Ashwin Navin. “Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency.”

The dataset will be made available to brands, agencies, publishers, and currency providers, offering insights, planning, and measurement at the household and person level. This includes previously difficult to measure behaviours, including person-level and co-viewing of linear and streaming TV, multichannel video programming distributors (MVPD), user-generated content (UGC), broadcast-only households, video games, and more.

“We are excited to provide a new and unprecedented level of detail that, in combination with Samba TV’s data, will fulfill the cumulative industry demand of granularity at scale,” said HyphaMetrics CEO Chris Wilson.

HyphaMetrics Co-founder and President, Joanna Drews added: “Hypha’s longstanding goal is to accelerate the activation of interoperability— for our clients and for the industry at large. Together with Samba TV, we are making this a reality.”

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