The Trade Desk partners with Samba TV to unify digital and TV media strategies for the world's largest advertisers
Marketers gain access to TV commercial data to optimize ad campaigns across devices
San Francisco and Los Angeles CA – May 2, 2019 – The Trade Desk (Nasdaq: TTD) today announced that it has selected Samba TV, a leader in global TV data and analytics, to help power The Trade Desk’s Planner, a cross-device advertising planning tool for digital and Connected TV campaigns.
This partnership helps marketers forecast cross-device reach and frequency across campaigns that span TV and digital, and also segments audiences that switch viewership from traditional TV to streaming video and other digital media. In doing so, the combined offering from Samba TV and The Trade Desk will allow marketers to maximize campaign reach and ROI by integrating planning, targeting, and measurement across all screens and devices. At the same time, advertisers will have the ability to build plans modeled by how often an ad is served to consumers, optimizing relevance and frequency.
Samba TV’s commercial exposure data, spanning more than 48,000 advertisers, will be exclusively available on The Trade Desk’s Planner. This data will be leveraged by advertisers as an integrated part of The Trade Desk’s advanced audience modeling capabilities which projects to 80 million households in the United States.
“Incorporating Samba TV’s rich insights directly into our Planner tool streamlines omnichannel media buys for our clients,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “We can now identify opportunities for incremental reach, frequency, and GRPs to optimize both linear and digital TV buying.”
“Making TV audiences more measurable and accessible are core tenets of Samba’s mission and with The Trade Desk we know that thousands of brands will design media plans within the platform they depend on to activate billions of impressions every day,” said Ashwin Navin, CEO, and co-founder of Samba TV. “This integration is a natural extension of the work we have done with The Trade Desk for the last several years, allowing us to reach TV audiences at census-level scale utilizing the largest and most representative TV data set at the core.”
“Integrating Samba’s advanced TV audiences into The Trade Desk platform will allow us to plan and activate in real-time and thus drive efficiency and performance for our clients in the US as well as abroad,” said Steve Katelman, EVP Global Strategic Partnerships at Omnicom.
Additional benefits include:
- Extending reach by using cross-screen reach and frequency metrics to plan and automatically optimize TV campaigns
- Providing the ability to target viewers who were either exposed or unexposed to a brand’s TV commercials
- Enabling advertisers to reach elusive TV audiences such as Cord Cutters, OTT Streamers, and Light TV Viewers
About Samba TV
Samba TV is a video analytics company focused on the next generation TV experience powered by data, that helps viewers engage with relevant content, and brand marketers quantify that engagement. Samba's insights are built on the world's most comprehensive source of real-time viewership data across broadcast, cable, OTT and digital media. Through software embedded in smart TVs, augmented by set-top boxes and mapped to connected devices, the world’s leading brands leverage Samba TV to quantify media investments and amplify them across all the screens we use to watch video. For more information, please visit www.samba.tv.
About The Trade Desk
The Trade Desk (™) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn, and YouTube.