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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.

Screen6 laucnhes idSync to solve the match rate challenge and is built to drive better results than today’s server-side syncs. idSync is the only server-to-server solution that precisely matches identifiers between ad tech platforms and exchanges to resolve user identity across desktop, mobile, and cookieless environments such as OTT connected TV and the Internet of Things.

Screen6 announced the launch of idSync, a new data syncing technology that precisely matches IDs between multiple datasets offline. idSync is not reliant on traditional cookie syncing to connect datasets but instead operates independently between platforms to support device matching and ID resolution for optimal match rates.

Screen6 launches idSync, a new data syncing technology that precisely matches IDs between multiple datasets offline. idSync is not reliant on traditional cookie syncing to connect datasets, but instead operates independently between platforms to support device matching and ID resolution for optimal match rates.