Yahoo signs up Samba TV for ad targeting and measurement

Yahoo has signed a partnership with data and analytics outfit Samba TV to provide advertisers with a TV solution to enhance omni-screen campaign targeting and measurement within the Yahoo demand-side advertising platform across the UK and Canada.

The deal is part of an extension and renewal of an existing partnership in Australia, launched in 2022 to help agencies plan, activate and measure TV budgets.

Samba TV’s first-party Smart TV data and measurement will be integrated into the Yahoo DSP in all three markets to help advertisers connect TV audiences from the biggest screen in the house to all digital channels to measure incremental reach and frequency.

Combined with Yahoo’s consent-based Identity Graph, fuelled by 200 billion daily cross-screen signals derived from direct consumer touchpoints, across Yahoo’s ecosystem of products and services, advertisers will be able to unlock better omni-screen performance and ROI at scale, according to the pair.

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.”

David Barker, SVP of international sales at Samba TV said: “This partnership brings together the best of Yahoo’s impressive tech stack and Samba TV’s comprehensive TV data and analytics. The expansion of our partnership across the three markets reflects a joint ambition to bring innovative solutions that connect advertisers with valuable audiences with greater precision, scale and seamless ad experiences.”