The Trade Desk Partners with Samba TV to Unify Digital and TV Media Strategies for the World’s Largest Advertisers

By STS News Desk On May 2, 2019

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

The Trade Desk 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 will be exclusively available on The Trade Desk’s Planner tool, which is available to over 46,000 advertisers. 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