Kantar, Samba TV partner on TV ad analytics platform

Kantar Millward Brown is partnering with Samba TV in the U.S. to launch what it’s calling the “largest and most precise single-source measurement solution for television advertising effectiveness.”

Samba will incorporate its TV dataset with Kantar Millward Brown’s Ignite Network, a brand marketing analytics platform, to give marketers more transparency in TV effectiveness measurement. Kantar Millward Brown’s Ignite panel includes 8 million PC users and 3 million mobile users, while Samba TV’s data includes 13.5 million smart TV and connected device households.

The companies said the data integration will allow ad buyers and marketers to track exposure data at a TV set level and claimed exposure at the individual level. The companies will also offer media planners a view of which networks, programs and dayparts best match their marketing goals.

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“Our clients have been clamoring for verified passive data in linear television ad effectiveness measurement for quite some time. We’re thrilled to partner with Samba to address this need and bring to market a solution that is precise, scalable, and privacy compliant,” said Marc Ryan, chief product & innovation officer at Kantar Millward Brown, in a statement. “Through partnership with Samba TV, the most comprehensive source of real-time viewership data, we’re bringing clients the high level of insight and accuracy they’ve come to expect from digital ad effectiveness to television measurement.”

“TV is no longer an island operating with a different set of tools than the rest of the media industry. Marketers need to understand reach and frequency across platforms and how that exposure to all forms of activation impacts brand, in one integrated research platform,” said Ashwin Navin, CEO and co-founder of Samba TV, in a statement. “In partnership with Kantar Millward Brown, we now offer clients a powerful approach for measuring TV and digital advertising within a holistic methodology trusted by the world's largest brands.”