Australia – Global provider of omniscreen advertising and analytics, Samba TV, has partnered with PubMatic, the programmatic digital advertising company, to bring programmatic omniscreen TV audience targeting to Australia. 

The partnership marks the expansion of Samba TV’s existing European partnership with PubMatic. Through this, Samba TV’s extensive first-party Connected TV (CTV) data will be integrated with PubMatic’s programmatic platform to provide media buyers with advanced omniscreen targeting capabilities across Australia.

The combination of Samba TV’s first-party TV data and PubMatic’s advanced programmatic targeting capabilities provides advertisers with the ability to reach audiences based on TV viewing behaviours and to drive incremental reach by targeting audiences that are not exposed to linear TV advertising. This new offering is an essential tool for global advertisers to optimise reach and frequency via a single, multi-market solution. In addition, advertisers will be able to deduplicate ad exposure data across linear, Connected TV, and digital channels.

Yasmin Sanders, Samba TV’s managing director, shared that the partnership between Samba TV and PubMatic is a game-changer for Australian marketers, providing advertisers with the opportunity to effectively reach TV audiences across every screen with confidence and scale. 

“By combining Samba TV’s proprietary audiences with PubMatic’s scale and inventory quality, we’re excited to now offer advertisers in Australia the opportunity to achieve true incremental reach by leveraging our comprehensive TV audiences,” said Sanders.

Meanwhile, Peter Barry, PubMatic’s vice president of addressability, commented that they are excited to partner with Samba TV to help their customers better reach these elusive audiences. 

“By targeting these high-value segments across PubMatic’s premium digital inventory at the supply side, buyers can deliver relevant ad experiences at scale, thereby optimising campaign performance,” said Barry.