StackAdapt Partners with Samba TV to Power In-Platform Incremental Reach and Measurement
May 16 2024 - 9:00AM
Business Wire
StackAdapt (www.stackadapt.com), the leading multi-channel
programmatic advertising platform, announced a partnership with
Samba TV, the leading provider of TV technology for audience data
and omniscreen measurement, to integrate Samba TV’s comprehensive
first-party dataset into a suite of products within StackAdapt’s
programmatic platform. The integration enables StackAdapt to
provide clients with incremental reach and measurement to achieve
optimal advertising and marketing campaigns. StackAdapt is the
first demand-side platform (DSP) to implement a fully self-serve
solution for integrated planning, activation and measurement in the
U.S. using Samba TV's automatic content recognition (ACR)
dataset.
By utilizing Samba TV’s robust dataset, StackAdapt is bringing
to market two main features: Incremental Reach Forecasting and
Incremental Reach Measurement. StackAdapt customers can now
effortlessly forecast the incremental reach gained by adding
connected TV (CTV) to linear TV buys, break out incremental reach
by geolocation (including congressional and legislative districts),
understand the incremental reach of competitors, and achieve target
frequency. Forecasts can be transformed into campaigns with a click
of a button, and incremental reach reports are generated
in-platform within 24 hours, refreshed daily, and can be created
mid or post-campaign for seamless optimizations.
Incremental Reach Forecasting allows clients to input various
campaign parameters such as brand, geography, inventory packages,
bid and budget into a forecasting tool. This tool then utilizes the
Samba TV dataset to identify specific linear TV campaigns
associated with the brand, and surfacing details like advertiser,
brand name, and linear TV creatives directly within the platform
for accurate forecasting.
Incremental Reach Measurement, developed by StackAdapt, provides
metrics such as unique incremental reach percentage, average
frequency across different formats, and detailed analytics by
channel and location, including for political campaigns by
district. This StackAdapt feature facilitates real-time
optimizations and strategic planning for future initiatives with a
report turnaround of only 24 hours that can update daily,
contrasting with competitor offerings that take weeks for initial
setup and refresh less frequently.
“The top campaigns maximize reach, and our partnership with
Samba TV directly addresses this for our customers,” said
StackAdapt Senior Director of Data, Denis Loboda. “We strive to
ensure to our customers that no target audience is missed, helping
advertisers and marketers to plan the most optimal campaigns and
spend incremental budgets effectively. We have enabled StackAdapt
users to make informed decisions by predicting the additional reach
each dollar spent will generate, alongside other solutions like
optimizing towards ideal frequency and measuring incremental reach
with ease.”
While the solution offers substantial benefits across various
categories, it holds particular significance for the political
advertising sector. By providing detailed insights into voter reach
within specific districts and enabling precise targeting,
StackAdapt’s partnership with Samba TV enables campaign efficiency
and effectiveness – a priority for 2024’s election season.
“Our collaboration with StackAdapt is a step forward for
integrated planning, activation, and measurement in one
programmatic platform,” said Samba TV CCO Aden Zaman. “Samba TV's
extensive viewership insights that enable ad audience targeting and
campaign insights help empower StackAdapt clients to transact more
efficiently and drive improved return on ad spend."
Learn more about StackAdapt’s capabilities including its Samba
TV integration at www.stackadapt.com.
About StackAdapt
StackAdapt is a multi-channel programmatic advertising platform
used by hundreds of brands and agencies around the world.
StackAdapt’s data-driven platform combines state-of-the-art machine
learning with a clean and intuitive user interface to provide media
buyers with an easy way to plan, execute and drive the best
performance across all devices, inventory, and publishing partners.
StackAdapt has been recognized as one of the fastest-growing
technology companies in North America, is rated the number 1
demand-side platform (DSP) on G2, and is the highest-performing and
easiest-to-use platform. For further information, visit
www.stackadapt.com.
About Samba TV
Samba TV has transformed the TV from a pane of glass on the wall
to a window into the heart of audiences. We are the global leader
in television technology powering real-time insights and audience
targeting to enable unparalleled marketing efficiency and
effectiveness. Our proprietary first-party data from tens of
millions of opted-in televisions, across more than 20 TV brands
sold in over 100 countries, provides advertisers and media
companies a unified view of the entire consumer journey. Our
independent currency-grade measurement has future-proofed
advertising for the next generation, empowering advertisers to
connect with their audiences on any platform, across every
screen.
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version on businesswire.com: https://www.businesswire.com/news/home/20240516291167/en/
StackAdapt Media Contact Alexis Gold
alexis.gold@purposenorthamerica.com
Samba TV Media Contact Katie North-Fisher
press@samba.tv