Samba TV and PubMatic bring programmatic TV audience targeting to Australia

Samba TV and PubMatic Launch Australia Partnership to Deliver Programmatic Omniscreen TV Audience Targeting

SAN FRANCISCO — Samba TV, a leading global provider of omniscreen advertising and analytics, today announced a partnership together with PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, to bring programmatic omniscreen TV audience targeting to Australia. The announcement marks an expansion of Samba TV’s existing European partnership with PubMatic. Samba TV’s extensive first-party Connected TV data will be integrated with PubMatic’s programmatic platform to provide media buyers with advanced omniscreen targeting capabilities across Australia, a top 10 advertising market globally.

The combination of Samba TV’s first-party TV data, the largest independent source of first-party connected TV data in the world, and PubMatic’s advanced programmatic targeting capabilities provides Australian advertisers with the ability to reach audiences based on TV viewing behaviours and to drive incremental reach by targeting audiences that are not exposed to linear TV advertising. This new offering is an essential tool for global advertisers to optimise reach and frequency via a single, multi-market solution. In addition, advertisers will be able to deduplicate ad exposure data across linear, Connected TV, and digital channels.

“It is essential for advertisers in Australia to have a scalable, programmatic solution to amplify TV advertising and extend reach beyond linear audiences,” said Samba TV Managing Director Yasmin Sanders. “The partnership between Samba TV and PubMatic is a game changer for Australia marketers, providing advertisers with the opportunity to effectively reach TV audiences across every screen with confidence and scale. By combining Samba TV’s proprietary audiences with PubMatic’s scale and inventory quality, we’re excited to now offer advertisers in Australia the opportunity to achieve true incremental reach by leveraging our comprehensive TV audiences.”

“With today’s consumers engaging content across so many devices, it is imperative to utilise omniscreen approaches to achieve true addressability,” said PubMatic Vice President of Addressability Peter Barry. “We are excited to partner with Samba TV, the leading provider of first-party connected TV data in Australia, to help our customers better reach these elusive audiences. By targeting these high-value segments across PubMatic’s premium digital inventory at the supply side, buyers can deliver relevant ad experiences at scale, thereby optimising campaign performance.”

“When a global streaming client wanted to drive Australian viewers to watch their new drama TV show, Samba TV and PubMatic helped us deliver a high-performing programmatic campaign that used Samba TV’s viewership data to find and engage with relevant audiences,” said Matterkind National Head of Partnerships and Strategic Investments, Flaminia Sapori. “It was an added benefit to be able to use our own analytics tools to optimise campaigns on-the-fly.”