Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, has integrated Affinity Solutions’ Purchase Media Metrics (PMMTM) data to empower brands and advertisers with ROAS measurement across multiple platforms and actionable targeting solutions.

This partnership will utilize Samba TV’s first-party data from tens of millions of opt-in televisions across more than 20 TV brands sold in over 100 countries to provide advertisers and media organizations with a unified view of the entire consumer journey, from television to digital to commerce – whether online or offline.

The data will come from opt-in televisions sold in over 100 different countries. The collaborative solution bridges the gap between TV viewership and real spending patterns by merging the robust viewing data collected by Samba TV with the PMMTM data set developed by Affinity Solutions. This PMMTM data set is produced from comprehensive deterministic purchase data that includes information on over 140 million credit and debit cards.

This exclusive partnership enables advertisers to target with unrivaled precision, engaging not only TV audiences exposed to specific ads or programs, but also verified purchasers to maximize campaign ROAS. Traditionally, advertisers had had limited visibility into the actual value of their advertising investments, according to Aden Zaman, chief commercial officer for Samba TV. Revolutionary is the combination of Samba TV data and Affinity Solutions data. By aligning media strategies with actual purchasing and viewing behaviors, we ensure that every advertising dollar has a measurable impact.

This exclusive integration utilizes Samba TV’s Automatic Content Recognition (ACR) technology to provide advertisers with real-time viewership data, enabling brands and agencies to segment audiences based on a unique combination of viewership and purchase behavior using a single dataset. The collaboration represents a paradigm shift in advertising, highlighting the ability of business-based outcomes such as purchase-informed targeting to enhance TV campaign effectiveness.

Damani Garbaccio, chief business and marketing officer at Affinity Solutions, stated that the ever-changing landscape of consumer behavior, compounded by the rise in cross-screen viewership, necessitates a shift beyond traditional demographics. Advertisers must understand the viewing habits, purchasing tendencies, and interests of audiences across multiple channels.

 Affinity and Samba are responding to this demand by integrating what people watch with what they purchase, thereby redefining how advertisers connect with and captivate audiences and ensuring unmatched returns and reach.

Through the partnership with Affinity Solutions, Samba TV’s advertising partners can now plan and optimize omniscreen media across all prominent programmatic platforms with pinpoint accuracy directly tied to measurable business results. Brands and advertisers will soon be able to use Samba TV’s conversion and lift measurement in conjunction with Affinity Solutions’ purchase data to evaluate the effectiveness of linear, streaming, and investments in digital media fueling actual purchases.

In today’s retail environment, brands must rely on actionable and accurate data. The executive director of research for the National Retail Federation (NRF), Mark Matthews, stated that Affinity Solutions’ purchase data provides an unprecedented understanding of consumer behavior. This partnership with Samba TV establishes a new industry standard by providing retailers with a robust, integrated view that directly translates to increased advertising effectiveness and value.

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