Local connected television ad tech company Madhive selected Samba TV, a provider of TV technology for audience data and omni-screen measurement, as its preferred automatic content recognition-based (ACR) TV audience partner.
The integration improves Madhive’s local offering by allowing broadcaster, advertiser, and agency clients to target audiences based on TV viewing behavior and ad exposure, the New York-based company said.
As a result of this partnership, Madhive clients will gain direct access to comprehensive audience segments based on Samba TV’s audience of 111 million households projected from 38 million TV devices in the U.S.
In partnership with Hearst Television, advertisers launched media activation tests against these segments in early 2024.
“Being able to understand and help our clients target their ideal consumers across platforms is a critical component to driving optimal business decisions,” said Hearst Television VP of Digital Sales Jonathan Sumber. “The partnership between Madhive and Samba can supercharge media buyers’ ability to reach the right audience at the right time on CTV.”
The integration will provide Madhive clients with more than 1,000 standard audience segments from Samba TV.
“Over the past few years, we’ve built a data marketplace that is designed for the needs of local advertisers and small and medium businesses,” said Madhive Senior Vice President of Business Development Luc Dumont. “Our marketplace consists of best-in-class, curated data partnerships, enabling marketers to efficiently reach advanced audiences. Samba TV is at the forefront of TV viewership data intelligence and this expanded partnership is already helping clients streamline activation and optimize marketing dollars against both top and bottom-of-funnel outcomes.”
This announcement comes following the receipt by Madhive of a $300 million investment from Private Equity at Goldman Sachs Alternatives in June 2023. Earlier this year, it acquired local omnichannel advertising platform Frequence.
