Daily news from online research no. 34098

Havas Media integrates linear TV data from Samba

October 27, 2022

Havas Media Group (HMG) North America adds OTT and linear TV viewing data from multiscreen TV news and analytics provider Samba TV to its proprietary data management and analytics platform. the “converged” audience.

Samba TV’s viewership information comes from over 24 TV manufacturers, and this viewing dataset will be integrated with Converged, to provide HMG customers with insights into the viewing behavior of their customers’ homes and guide future media buying strategies. The partnership adds Samba TV’s viewing behavior data layer to other sources already integrated into Converged, such as purchase behavior and other first-party advertiser data sources.

Kris MagelHead of Agency and Publisher Solutions at Samba TV, says move will allow Havas to understand linear and streaming TV viewing behavior of their customers’ most valuable prospects, as opposed to age and gender proxies inherited. Mike BregmanChief Data Officer of HMG North America, adds, “This partnership gives us insight into how consumers spend time on screens and the ability to analyze the unique value of media for each of our customers.”

Websites: www.havasmediagroup.com and www.samba.tv .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.

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