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.
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.
Samba’s real-time TV viewership data combined with Screen6 technology for cross-device identification provides advertisers, publishers, and platforms immediate access to Samba’s suite of cross-screen measurement solutions to optimize reach and mitigate excess frequency of brand messages.
What is OTT? What opportunities and challenges does OTT bring to the ad tech industry? Keith Petri, CSO of Screen6, provides an introduction to OTT, and shares insights into how it is currently being addressed in the market, plus what a true solution looks like.
Amsterdam-based Screen6, a provider of cross-device identity graphs, is out with a new solution that it says can help solve the problem of cookie matching — but without cookies. The Dutch company says its solution can work across a variety of devices, including Over-the-Top (OTT) TV and cookie-challenged mobile devices.
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.
While OTT has gained a larger piece of the media pie, measuring its engagement through connected devices and in households is deeply flawed. Keith Petri explores the importance of effective measurement for marketers to better understand their audiences.
The cross-device landscape is one that’s rife with widespread misunderstandings. Anyone who gazes into their crystal ball and claims to have all the answers is likely wrong, writes Keith Petri, Chief Strategy Officer, Screen6, exclusively for ExchangeWire.
Recently, there have been a number of public discussions that cross-device addressability within OTT is easy to do and essentially a solved issue. However, this is not the case. Not even close. Keith Petri explains why on MarTech Series.
When it comes to cross-device, many vendors are using misleading language, like real-time. At Screen6, we believe “real-time” should mean exactly what it says.