Samba TV and MiQ Reach Multi-year Commercial Agreement
Samba TV, the leading TV technology provider for audience data and full-screen measurement, and MiQ, the world’s leading programmatic media partner, have announced a multi-year business partnership. years to support MiQ’s cutting-edge TV solutions with Samba TV measurement capabilities and data market-leading TVs.
Following the conclusion of a multi-year data agreement, Samba TV will move its US-managed media services business to MiQ. With this move, Samba TV will exit the U.S.-regulated media sales business, increasing its focus on providing industry-leading data and measurement services to publishers, marketers, and publishers. marketing and advertising agency worldwide. This agreement strengthens Samba TV’s position as the leading data and measurement partner of the world’s largest and most innovative media companies, with a neutral and non-confrontational stance on multimedia performance. platform and multi-vendor.
In today’s highly fragmented TV data space, complete access to TV data is critical to maximizing the benefits of a comprehensive TV investment. This agreement will expand MiQ’s existing connected TV data coverage to Samba TV’s peak size of 28 million devices in the US to bring MiQ’s total reach to over 60 million devices in the US. nationwide scale. The new partnership will also provide MiQ with Samba TV’s powerful managed media services business unit, which will add to MiQ’s extensive suite of advanced TV solutions for customers.
Today’s announcement comes after several years of strong growth for Samba TV in the rapidly expanding measurement and data business, which has seen an average annual growth rate of more than 40%. as of 2019. The increased capacity for these services creates the ideal opportunity to focus on Samba TV’s business resources to define the future of TV measurement.
“We are excited to be entering into a long-term strategic partnership with MiQ, one of the leading media partners to brands and agencies globally,”
“Today’s announcement reinforces our strategic focus on the next generation of currency-grade measurement and media optimization for our partners across every screen, platform, and channel. Marketers and media vendors who leverage our TV data and measurement portfolio see us as their trusted source of truth for media performance without bias for our own media.”
“Samba TV and MiQ have long approached our businesses with a customer-centric mindset. We look forward to servicing our customers with the additional focus and deepened expertise that this partnership will yield,”
Samba TV Co-founder and CEO Ashwin Navin.
“With CTV spending projected to exceed $20 billion this year, marketers need persistent access to TV data in order to realize the benefits of holistic TV investment,”
“Samba TV has long been a major player in the TV data space, and we are thrilled to partner with them to offer our clients scaled and diversified TV data that drives leading Advanced TV activations and analytics solutions. By combining our programmatic media expertise with their media services business, we will give our clients unmatched Advanced TV data access and bridge TV investment into full omnichannel treatment in ways they never could before.”
MiQ Co-founder and Global Executive Chairman Gurman Hundal.
“MiQ has the largest and most diversified TV data footprint in the U.S. that allows marketers to plan and activate connected campaigns, leveraging viewership data from 60 million devices across 43 million households. This extensive data set combined with our unique, agnostic approach to programmatic will undoubtedly prove instrumental in powering stronger campaigns, long-term results, and new opportunities for our clients moving forward.”
MiQ Co-founder Lee Puri.
