Samba TV partners with TiVo to expand ACR footprint

TV data measurement firm Samba TV has announced a partnership with TiVo that will broaden the reach and representation of its dataset across millions of households across the world.

The deal will see Samba’s integrated dataset now able to precisely measure the impact of live and time shifting linear TV usage on reach, frequency, and ad effectiveness, with its footprint markedly increasing across the US and other nations. Samba said that its ad clients can  implement its omniscreen targeting technology within a strategy to recover TV audience reach lost to ad skipping with DVRs.

Samba TV’s Automatic Content Recognition (ACR) tech is integrated at the chipset level with 20 of the top Smart TV brands globally, fingerprinting all content that crosses the TV screen. The company said that by comparing those fingerprints to Samba’s global reference library of TV shows, commercials, movies, and games, the resulting dataset forms the world’s largest global TV panel and most accurate global ad schedule.

Samba TV co-founder and CEO Ashwin Navin, said: “Whenever we integrate viewership data from new brands and platforms, we learn more about how unique each brand and its customer base truly is. It would be a huge mistake to assume that one brand of Smart TV or set-top box data is representative or accurate enough to create a normalized view of the TV audience at large. Samba TV is integrated within the most TVs worldwide and, when coupled with our ecosystem of partners and customers, provides the most comprehensive end-to-end view of reach, frequency and conversion for advertising across screens.”

Matt Milne, chief revenue officer of Tivo’s parent company Xperi, said: “We are very pleased to partner with Samba TV to extract more insights from our millions of devices. We believe our viewership data enables unified planning, activation and measurement for marketers and media owners alike. Together, we hope to dramatically improve the advertising experience for consumers across all screens.”