Advanced Television

Samba TV integrates with Meta for lift measurement

March 26, 2024

Samba TV, a provider of TV technology for audience data and omniscreen measurement, has announced its measurement tools have been integrated with Meta, allowing brands to use Samba TV’s measurement to understand how their campaigns drive lift in viewership for streaming and linear programming.

During a beta, Samba TV measured dozens of Meta campaigns, unveiling granular insights into the effectiveness of various media strategies in driving substantial lift in new viewers as a result of exposure to ads on Meta.

“As a neutral source of third-party measurement, we are thrilled to be badged by Meta to give clients the tools that establish confidence in their results and, more importantly, leverage measurement insights to inform future investments on Meta platforms,” said Samba TV Co-founder and CEO Ashwin Navin. “Amidst the wealth of shows and movies on both streaming and traditional TV, entertainment brands compete tooth and nail for their slice of audience attention. With the addition of Meta to Samba TV’s measurement portfolio, we continue to address both the imperative for transparency as well as the need to be data driven when allocating marketing spend or optimising their messaging, audience, and creative strategies.”

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