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Yahoo has unveiled a partnership with Samba TV to provide advertisers with a holistic advanced TV solution. The partnership is seen to enhance omni-screen campaign targeting and measurement within the Yahoo DSP for the first time across the UK and Canada.
The deal is part of an extension and renewal of an existing partnership in Australia, launched in 2022 to help agencies plan, activate and measure TV budgets with greater efficiency and effectiveness.
Samba TV’s first-party Smart TV data and proprietary measurement will be integrated into the Yahoo DSP in all three markets to help advertisers connect TV audiences from the biggest screen in the house to all digital channels for true incremental reach and frequency.
Combined with Yahoo’s consent-based Identity Graph, fuelled by 200 billion daily cross-screen signals derived from direct consumer touchpoints, across Yahoo’s ecosystem of products and services, advertisers will be able to unlock better omni-screen performance and ROI at scale.
“Our partnership with Samba TV brings an enhanced Advanced TV solution to our Yahoo DSP and to clients across these strategic markets,” Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said.
Bridging linear TV and online digital audiences enables advertisers to maximise the effectiveness of their TV budgets and reach the right audiences across every screen seamlessly, without repeating ads needlessly.
“This first-of-its-kind partnership was launched in Australia last year and we’re thrilled to renew the relationship and expand into the UK and Canada,” Herbst-Brady said.
The partnership will allow advertisers to pool their TV and digital budgets to plan and measure audiences with Samba TV’s data alongside target audience segments created and curated by the Yahoo DSP to maximise campaign impact.
“This partnership brings together the best of Yahoo’s impressive tech stack and Samba TV’s comprehensive TV data and analytics,” David Barker, Senior Vice President of International Sales at Samba TV said.
“The expansion of our partnership across the three markets reflects a joint ambition to bring innovative solutions that connect advertisers with valuable audiences with greater precision, scale and seamless ad experiences,” he said.
Paulo Rizal is a content producer for Comms Room. He writes content around popular media, journalism, social media, and more.
