MiQ, Samba TV begin joint venture
By Adnews Staff
Programmatic media buying company MiQ has formed an agreement with Samba TV, a company specializing in on-screen advertising and analytics. The two companies will jointly launch a television advertising product aimed at Canadian marketers. According to the companies, the service will offer clients better planning, activation and measurement using television consumption information provided by Samba TV. Marketers will be able to measure changes in reach, as well as over-exposed and under-exposed audiences.
Samba TV’s technology is integrated into the products of 24 smart television brands. The technology “fingerprints” all content that appears on the screen, to be compared with the company’s reference library of shows, commercials, movies and video games.
“We have seen advanced TV grow significantly in the last 14 months, but for us, the missing piece of the puzzle was always an ACR partner,” said Jason Furlano, commercial senior voce-president at MiQ Canada. “The opportunity to partner with Samba TV is providing us with a unique position in the market. With Samba’s data, we now have the ability to analyze the impact of current TV campaigns, as well as activate and measure in tandem with digital channels more effectively.”