To improve omni-screen campaign targeting and measurement within the Yahoo DSP for the first time throughout the UK and Canada, Yahoo announced a strategic agreement with Samba TV, the world leader in TV data and analytics.
The agreement is a part of an extension and renewal of an Australian collaboration that was established in 2022 to support agencies in better planning, implementing, and measuring TV spending.
For true incremental reach and frequency, marketers will be able to connect TV audiences from the biggest screen in the house to all digital channels with the help of Samba TV's first-party Smart TV data and proprietary measurement, which will be integrated into the Yahoo DSP in all three markets.
Advertisers will be able to achieve improved omni-screen performance and ROI at scale when combined with Yahoo's consent-based Identity Graph, powered by 200 billion daily cross-screen signals gathered from direct consumer interactions, spanning Yahoo's ecosystem of products and services.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said: “Our partnership with Samba TV brings an enhanced Advanced TV solution to our Yahoo DSP and to clients across these strategic markets. Bridging linear TV and online digital audiences enables advertisers to maximise the effectiveness of their TV budgets and reach the right audiences across every screen seamlessly, without repeating ads needlessly. This first-of-its-kind partnership was launched in Australia last year and we’re thrilled to renew the relationship and expand into the UK and Canada. Advertisers can pool their TV and digital budgets to plan and measure audiences with Samba TV’s data and target audience segments created and curated by the Yahoo DSP in order to maximise campaign impact.”
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