Advertiser interest in over-the-top is picking up steam and dollars – but cross-platform measurement is lagging behind. Data and analytics company Samba TV hopes to speed the process with the acquisition Thursday of Amsterdam-based cross-device graph provider Screen6.
Advertisers have long been aware of the importance of monitoring frequency when it comes to their messaging. With the rise of the digital age and the countless new ad venues that it opened, advertisers recognized the need to avoid exposure to too many ad impressions, both as means of improving the user experience and ensuring their ad buys garner the needed reach.
