Samba acquires Screen6 for cross-platform measurement
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Michelle Clancy
| 21 December 2018

Smart TV personalisation and recommendation technology firm Samba TV has acquired Screen6, a real-time, cross-device identity resolution platform.

Samba says that its real-time TV viewership data combined with Screen6 technology for cross-device identification will now offer a cross-screen measurement approach that can potentially limit repetitive advertising across TV and streaming video.

"Accurate cross-platform measurement has been a significant challenge for the industry. We continue to see new devices introduced each year, and the mix of viewing platforms continues to change," said Brett Sappington, senior director of research, Parks Associates. "Advertisers have long wanted a detailed, accurate picture of viewership in order to optimise their ad spend." According to Parks Associates the number of hours of video viewed on a mobile phone increased by 55% from 2015 to 2017.

"We are ecstatic to join Samba, a company that holds similar values and shares our dedication to innovation," said David de Jong, co-founder and CEO of Screen6. "Together, we will be able to extend the vision of an open, real-time, cross-device identity solution."

Samba TV CEO and co-founder Ashwin Navin added: "Integrated with conversion analytics, every brand will need to carefully optimise reach and frequency across legacy and emerging channels mitigating the risk of destroying brands from over-exposure. The currency for brand advertising in the future will be a solution that can programmatically adapt campaigns in real-time, tied to how consumers shift between platforms throughout their day."united states, north america, samba, screen6, cross platform, measurement,