Comcast’s TV ad industry tech platform FreeWheel has moved forward with the integration of Samba TV‘s standard and custom audience segments into the FreeWheel Audience Manager platform.
The product offering is designed to give publishers faster cross-screen audience activation on behalf of advertising clients.
FreeWheel is heralding the business arrangement as a “first-of-its-kind partnership” that uses Samba TV’s opted-in, first-party automatic content recognition (ACR) data and FreeWheel’s pool of “premium inventory.”
With the partnership, FreeWheel clients are now able to activate audiences that use Samba TV data from 38 million U.S. televisions, inclusive of upward of 1,000 prebuilt Samba TV audience segments.
FreeWheel clients, the Comcast unit says, gain the benefit of creating custom targeting segments based on TV consumption behaviors, content exposure, and demographics “with just a 24-hour turnaround.”
— RBR+TVBR in Dobbs Ferry, N.Y.
