By Jonathan Easton

Ad and analytics provider Samba TV has announced a partnership with sell-side platform PubMatic.

The deal will see Samba TV’s first-party CTV data integrated with PubMatic’s ad platform. The partnership will encompass the UK, Germany, Italy and France, and promises to provide media buyers with advanced omniscreen targeting capabilities.

A statement from the companies said that the partnership will give advertisers  the ability to reach audiences based on TV viewing behaviors and drive incremental reach by targeting audiences that are not exposed to linear TV advertising.

Samba TV co-founder and CEO Ashwin Navin, said: “Global brands need a scalable, programmatic solution to amplify TV advertising by reaching hard-to-find audiences across all of the devices we use to watch video today. This partnership between Samba TV and PubMatic provides European advertisers with the opportunity to effectively reach all TV and digital audiences at scale with the confidence that our first-party TV data provides.”

Chief revenue officer, EMEA, at PubMatic, Emma Newman said: “Consumers engage with content across a variety of devices, so true addressability requires omnichannel reach. We are excited to partner with Samba TV to bring their linear and OTT data to our customers. By targeting these high-value segments across PubMatic’s premium digital inventory, buyers can deliver relevant ad experiences at scale, driving return on ad spend.”