Samba TV, MiQ commercial agreement
January 13, 2023
Samba TV, a provider of TV technology for audience data and omniscreen measurement, and MiQ, the programmatic media partner, have announced a multi-year commercial partnership to bolster MiQ’s Advanced TV solutions with Samba TV’s TV data and measurement capabilities.
Upon closure of the greement, Samba TV will transition its US managed media services business to MiQ. With this change, Samba TV moves out of the US managed media sales business, accelerating its focus on providing data and measurement services for publishers, marketers, and advertising agencies globally.
“We are excited to be entering into a long-term strategic partnership with MiQ, one of the leading media partners to brands and agencies globally,” said Samba TV Co-founder and CEO Ashwin Navin. “Today’s announcement reinforces our strategic focus on the next generation of currency-grade measurement and media optimization for our partners across every screen, platform, and channel. Marketers and media vendors who leverage our TV data and measurement portfolio see us as their trusted source of truth for media performance without bias for our own media.”
“With CTV spending projected to exceed $20 billion this year, marketers need persistent access to TV data in order to realise the benefits of holistic TV investment,” said MiQ Co-founder and Global Executive Chairman Gurman Hundal. “Samba TV has long been a major player in the TV data space, and we are thrilled to partner with them to offer our clients scaled and diversified TV data that drives leading Advanced TV activations and analytics solutions. By combining our programmatic media expertise with their media services business, we will give our clients unmatched Advanced TV data access and bridge TV investment into full omnichannel treatment in ways they never could before.”
MiQ Co-founder, Lee Puri, added: “MiQ has the largest and most diversified TV data footprint in the US that allows marketers to plan and activate connected campaigns, leveraging viewership data from 60 million devices across 43 million households. This extensive data set combined with our unique, agnostic approach to programmatic will undoubtedly prove instrumental in powering stronger campaigns, long-term results, and new opportunities for our clients moving forward.”
“Samba TV and MiQ have long approached our businesses with a customer-centric mindset. We look forward to servicing our customers with the additional focus and deepened expertise that this partnership will yield,” concluded Navin.