Unlocking the Power of Connected TV: Madhive and Samba TV's Groundbreaking Partnership

In a strategic move that is set to revolutionize the local connected television advertising landscape, Madhive, a leading ad tech company, has announced a partnership with Samba TV, a renowned provider of TV technology for audience data and omni-screen measurement. This integration promises to enhance Madhive's local offering, empowering broadcaster, advertiser, and agency clients to target audiences based on their TV viewing behavior and ad exposure.

Elevating Local Advertising with Unparalleled Audience Insights

Tapping into Samba TV's Expansive Audience Data

As a result of this partnership, Madhive clients will gain direct access to comprehensive audience segments based on Samba TV's impressive audience of 111 million households projected from 38 million TV devices in the U.S. This extensive data pool will enable advertisers to precisely target their ideal consumers across platforms, driving optimal business decisions.

Supercharging Media Activation and Optimization

The integration between Madhive and Samba TV will provide clients with access to more than 1,000 standard audience segments, allowing them to efficiently reach advanced audiences and streamline their activation efforts. Hearst Television's VP of Digital Sales, Jonathan Sumber, emphasizes the significance of this partnership, stating, "Being able to understand and help our clients target their ideal consumers across platforms is a critical component to driving optimal business decisions. The partnership between Madhive and Samba can supercharge media buyers' ability to reach the right audience at the right time on CTV."

Empowering Local Advertisers and Small Businesses

Madhive's Senior Vice President of Business Development, Luc Dumont, highlights the company's commitment to serving the needs of local advertisers and small and medium businesses. "Over the past few years, we've built a data marketplace that is designed for the needs of local advertisers and small and medium businesses," he said. "Our marketplace consists of best-in-class, curated data partnerships, enabling marketers to efficiently reach advanced audiences. Samba TV is at the forefront of TV viewership data intelligence, and this expanded partnership is already helping clients streamline activation and optimize marketing dollars against both top and bottom-of-funnel outcomes."

Fueling Growth and Expansion

This strategic partnership comes on the heels of a significant investment in Madhive by Private Equity at Goldman Sachs Alternatives, totaling $300 million in June 2023. Earlier this year, Madhive also acquired the local omnichannel advertising platform Frequence, further strengthening its position in the market. This infusion of capital and the acquisition of Frequence have positioned Madhive for continued growth and expansion, solidifying its role as a leading player in the connected TV advertising ecosystem.

Driving Innovative Solutions for the Future

The collaboration between Madhive and Samba TV represents a pivotal moment in the evolution of local connected television advertising. By combining Madhive's expertise in data-driven advertising solutions with Samba TV's cutting-edge audience data and measurement capabilities, this partnership is poised to deliver groundbreaking innovations that will shape the future of the industry. As advertisers and agencies seek to navigate the ever-changing landscape of connected TV, this strategic alliance promises to provide them with the tools and insights they need to achieve unparalleled success.