Samba TV

Introduction

Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. They claim to be the global leader in television technology by powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Their proprietary first-party data from tens of millions of opted-in televisions, sold in 100+ countries across 20+ TV brands, provides advertisers and media companies a unified view of the entire consumer journey. Their independent currency-grade measurement claims to have future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.

Market Differentiator

  • Data Accuracy: Samba TV’s identity graph, paired with TV data, maps which digital devices belong to an individual with 90% accuracy.

  • Increase Reach: Leverage Samba TV’s massive footprint for an omniscreen campaign to reach your audience where they consume content.

  • Daily Refresh: Audience segments are updated daily to ensure accuracy and provide the most up-to-date and efficient targeting.

Characteristics

Supported Platforms

  • Web

  • Mobile Web

  • Mobile App

Geographical Availability

  • United States

Vertical Specialization

  • B2B

Data Taxonomy

As a Basis customer, you have access to Samba TV's syndicated taxonomy within the platform.

Syndicated Taxonomy

Samba TV's syndicated segment categories are based on TV content, whether it’s viewing behavior or the type of content. Some examples are Actors, Film & TV Genres, Franchise, Network, Video Gamers, and more.

Pricing

Syndicated segments have CPM ranging from $1.25 to $2.50

Methodology

If consumers consent to data collection and processing, Samba TV’s proprietary viewership data is collected from TVs featuring their software. The collection and processing of the viewership data is 100% based on consent, which Samba TV interprets as opt-in. Samba TV extends the opportunity to opt-out at any time to consenting consumers through their persistent Settings menu, which also provides consumers with other controls, such as the ability to object to the sale of their data through, for example, limit ad tracking and third-party sharing controls, and the ability to reset the identifier associated with the device. This latter feature functions as a "Right to be Forgotten." Samba TV has processes in place to comply with consumer data subject requests.

With respect to their ad targeting services, Samba TV participates in the prevailing frameworks in Europe (the Interactive Advertising Bureau’s (IAB) Transparency and Consent Framework) and the US (the IAB, National Association for Interpretation (NAI), and Digital Advertising Alliance (DAA)).

Finally, with respect to their compliance with the California Consumer Privacy Act, as stated, Samba TV implements a "Do Not Sell" feature on their devices and on their website. Additionally, Samba TV implements both the NAI and DAA Opt-Out Tool. Finally, Samba TV has updated their contracts to have the required definitions of “business” and “service provider,” and defines the parties' obligations accordingly.