Yahoo has revealed a strategic partnership with Samba TV, a provider of TV data and analytics, to offer advertisers a comprehensive advanced TV solution. This collaboration will enable enhanced omni-screen campaign targeting and measurement within the Yahoo DSP (demand-side platform) for the first time across the United Kingdom and Canada. Additionally, it extends and renews an existing partnership that was launched in Australia in 2022.
By integrating Samba TV’s first-party Smart TV data and proprietary measurement into the Yahoo DSP in all three markets, advertisers will gain the ability to connect TV audiences with digital channels, achieving true incremental reach and frequency. Leveraging Yahoo’s consent-based Identity Graph, fueled by 200 billion daily cross-screen signals derived from direct consumer touchpoints, advertisers can unlock improved omni-screen performance and return on investment (ROI) at scale.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, expressed enthusiasm for the partnership, stating that bridging linear TV and online digital audiences enables advertisers to optimize the effectiveness of their TV budgets and reach the right audiences seamlessly across all screens. She emphasized that this unique partnership, initially launched in Australia last year, has been renewed and expanded to the United Kingdom and Canada, allowing advertisers to combine their TV and digital budgets to maximize campaign impact using Samba TV’s data and Yahoo DSP’s target audience segments.
David Barker, Senior Vice President of International Sales at Samba TV, highlighted the collaboration’s strength, combining Yahoo’s impressive tech stack with Samba TV’s comprehensive TV data and analytics. The expansion of the partnership across these three markets signifies the shared ambition to deliver innovative solutions that connect advertisers with valuable audiences, offering precision, scale, and seamless ad experiences.
