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Adform and Samba TV team up on CTV targeting

Adform, a media buying platform, has partnered with TV measurement company Samba TV to launch new connected TV (CTV) targeting capabilities and audience segments.

The solution integrates Samba TV’s first-party CTV data with Adform’s DSP. Segments, which can be purchased in the Adform DSP at any time, include ‘always-on’ geo audience segments, which enable advertisers to optimise CTV ad performance based on geographical location.

“To harness the potential of CTV and address evolving viewership behaviour, brands need powerful data and technology to help them stay in sync with those highly sought-after audiences,” said Ashwin Navin, CEO & Co-founder at Samba TV.

“We’re thrilled to enrich the Adform CTV offering to deliver incremental audience reach for advertisers in the UK and Europe. This partnership underscores our commitment to democratise data that levels the playing field for the open web to innovate and flourish with privacy compliance.”

The offering will become available to buyers using Adform’s DSP in the UK, Germany, France, Italy, and Spain during the first quarter of 2024.

The announcement comes on the back of Adform establishing a strategic partnership with Disney+ and having increased CTV spend by 115% since October 2022.

“Samba TV is a trusted partner of ours, and we’re delighted to expand our efforts as brands prioritise CTV campaign performance. Indeed, it’s the ideal time to offer more robust audience targeting by bringing Samba TV’s deterministic data into our DSP, which will take CTV targeting and performance to the next level, and bring greater value right when advertisers are demanding more out of their spend,” said Stefan Sommer, SVP Global Sales & Partnerships at Adform.

*Adform is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA