California, USA – Samba TV has announced its acquisition of Semasio, a global provider of contextual targeting and audience data solutions. This strategic acquisition enhances Samba TV’s capabilities in delivering privacy-first targeting across digital and connected TV (CTV) platforms, further solidifying its position as a leader in AI-powered omniscreen advertising.

By acquiring Semasio, Samba TV will expand its global footprint as well as its capabilities for advertisers to define and reach granular audience segments through a unified approach that combines contextual, behavioral, and demographic data. 

Semasio, with over 100 customers in 50 countries across North America, Europe, and Asia Pacific, maintains over 1 billion stable user profiles globally and analyzes over 2.5 billion web pages each month, enabling advertisers to optimise campaigns in both ID-based and ID-less environments.

The acquisition enables Samba TV to expand the availability of its AI-powered solutions by integrating its video data into Semasio’s platform, enhancing advertisers’ ability to reach consumers with contextual relevance across digital, mobile, and CTV platforms. 

The Semasio platform is already widely deployed among programmatic trading desks enabling brands, agencies, and data owners to expand and activate first-party and third-party data at scale in dozens of countries worldwide. This combined offering addresses the increasing need for brands to operate in a cookie-less, privacy-conscious world, where first-party data and contextual intelligence are crucial for success.

Lastly, combining Samba TV’s data and identity solutions with Semasio’s global audience and capabilities enables audience and contextual strategies to coexist seamlessly. By integrating Semasio’s robust data platform with Samba TV’s proprietary omniscreen measurement tools, advertisers will now have access to more precise and comprehensive solutions for campaign optimisation and audience engagement across all digital and TV environments.

Aden Zaman, CCO at Samba TV, said, “Before this acquisition, we were partners with Semasio and saw huge potential in the platform and for the team behind it. As a first-party data owner, we recognize and appreciate the importance of identity resolution, data distribution, and onboarding. The acquisition of Semasio expands our value proposition to data companies with global reach into the world’s most important media platforms.”

As part of the acquisition, ​​Semasio CEO Jeff Ragovin will be transitioning leadership of the company to general manager Zac Pinkham.

“Joining forces with Samba TV empowers us to fully realize Semasio’s vision by expanding investment into our next-generation platform, which seamlessly integrates audience-based and contextual targeting with greater reach across more channels. I’m excited to see how Samba TV’s expertise and resources will propel Semasio to new heights,” Ragovin said.

Sydney, Australia – Kargo has announced a new partnership with Samba TV which will enable advertisers to target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments with greater precision.

This collaboration builds upon Kargo’s recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV. The integration of Fetch TV’s subscriber and set-top box data with Kargo’s advanced contextual targeting capabilities has already positioned Kargo as a frontrunner in delivering impactful advertising experiences. 

Now, with the integration of Samba TV’s automatic content recognition (ACR) data from globally opted-in televisions, Kargo further solidifies its leadership in audience engagement on the largest screen in the home.

The new solution will leverage Samba TV’s first-party viewership data, which is analysed at a granular postcode level to give advertisers an in-depth understanding of ad performance for more effective planning and targeting across all major programmatic platforms. 

Kargo will also combine its creative and targeting capabilities with Samba TV’s omniscreen measurement to unlock deduplicated incremental reach on top of digital campaigns.

Cam Dinnie, operations director at Kargo APAC, said, “Not only do Kargo’s creative formats captivate audiences, but they consistently outperform traditional media. Now we have created an even more powerful CTV advertising solution by integrating Samba TV’s robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omni channel campaigns.”

Meanwhile, Yasmin Sanders, managing director for Australia at Samba TV, commented, “This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach. We’re excited to combine our technologies to give Kargo’s advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimise performance.”

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.