FreeWheel, a global technology platform for the television advertising industry, and Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today announced the integration of Samba TV's standard and custom audience segments into FreeWheel's Audience Manager, a platform that enables publishers to unlock faster audience activation across screens. This first-of-its-kind partnership utilizes Samba TV’s opted-in, first-party automatic content recognition (ACR) data and FreeWheel’s large pool of premium inventory to help advertisers maximize reach, optimize frequency, and increase return on ad spend in real time.

FreeWheel clients are now able to activate audiences that use Samba TV data from 38M U.S. TVs, including more than 1,000 prebuilt Samba TV audience segments. FreeWheel clients are also afforded the additional benefit of creating their own custom targeting segments based on TV consumption behaviors, content exposure, and demographics with just a 24-hour turnaround. For example, this could include cost-effectively engaging with viewers who tuned into a major tentpole TV event, or were exposed to a competitor’s ads. The insights are gathered from Samba TV’s breadth of smart TV brands (10 smart in the U.S. and 24 globally), named the most comprehensive TV dataset in the industry by Frost & Sullivan.

Read the full press release here.

SambaTV