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The AdTech industry has invested a massive amount of time and energy in salvaging the utility of cookies as a means of helping advertisers better find their target audiences. Unfortunately, all of the current industry efforts fall flat when it comes to creating better experiences for consumers, advertisers and publishers, and that’s due to one basic reason: They don’t solve for cross-device.

As the audience for video splits across devices and consumer viewing behavior shifts from linear TV to streaming video, the ability to understand, measure and deduplicate audiences has become critical for both advertisers and programmers.  Samba TV, the leader in next-generation TV analytics, announced today it has acquired Screen6, the industry’s only real-time cross-device identity resolution platform.