Hearst Television is the first of several Madhive partners to bring Samba's TV audience targeting capabilities to market
NEW YORK CITY — October 2, 2024 — Madhive, the leading technology company for local connected television (CTV) advertising, today announced it has selected Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, as its preferred automatic content recognition-based (ACR) TV audience partner. The integration will enrich Madhive’s local offering by allowing broadcaster, advertiser, and agency clients to target audiences based on TV viewing behavior and ad exposure.
As a result of this partnership, Madhive clients will gain direct access to comprehensive audience segments based on Samba TV’s massive audience of 111 million households projected from 38 million TV devices in the U.S. Samba TV segments leverage its first-party data from opted-in Smart TVs across numerous TV brands integrated with Samba TV’s ACR, the most diverse in the industry according to Frost & Sullivan, providing unbiased, representative data that covers all streaming, linear, and gaming content that touches the screen. In partnership with Hearst Television, advertisers launched media activation tests against these segments in early 2024.
“Connected TV is a massive growth area. 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 soon provide Madhive clients with more than 1,000 standard audience segments from Samba TV. Madhive clients will also have the ability to build, target and reach custom audiences, including:
“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. Our marketplace consists of best-in-class, curated data partnerships, enabling marketers to efficiently reach advanced audiences.” said Madhive Senior Vice President of Business Development Luc Dumont. “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.”
“Our partnership with Madhive is a step forward for advertisers looking to reach granular CTV audiences at scale,” said Samba TV Chief Commercial Officer Aden Zaman. “By combining our incomparable reach with Madhive’s platform, advertisers can effectively locate and engage these diverse audiences, optimizing their ad spend across all screens.”
The Madhive Data Marketplace provides advertisers with access to curated audience segments, including behavioral, demographic, and transactional data, and more. Through partnerships with top-tier data providers like Alliant, TransUnion, Experian, and Datonics, the marketplace offers high-quality audiences at efficient costs, leading to higher match rates and broader reach for marketers. With access to nearly every CTV household, the marketplace enables hyperlocal targeting down to the zip code and congressional district level.
This announcement comes on the heels of Madhive receiving a $300 million investment from Private Equity at Goldman Sachs Alternatives in June 2023, and acquiring local omnichannel advertising platform Frequence earlier this year.
