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Samba TV Offloads Media Sales Assets To UK-Based Programmatic Firm MiQ, Tightens Focus On Data And Measurement Business
13.01.2023 - 16:01 / deadline.com
Data and measurement firm Samba TV is offloading its media sales business to UK firm MiQ in order to clarify its strategic focus at a time when Nielsen’s struggles have opened the door to new competitors.
The companies have reached a multi-year commercial partnership, which will see them continue to work together, but MiQ will directly run the sales operations that used to be part of Samba. No employees will be laid off as a result of the transaction, and both companies are expecting to continue to grow their respective workforces at a double-digit clip this year as money continues to flow into streaming advertising.
Estimates vary as to the exact amount of streaming ad spending, but it’s a growing chunk of the video total, and new vehicles like Disney and Netflix’s ad-supported tiers have arrived to try to harvest some of the billions. Instead of continuing to have a direct stake in managed media sales, Samba sees this as a propitious moment to zero in on measurement. While Nielsen still dominates the space, the century-old firm continues to be under harsh scrutiny from ad buyers and sellers amid questions about its methodology. A number of top media firms earlier this week announced a partnership with the VAB and industry consortium OpenAP designed to bring a range of measurement and data alternatives to the market by the 2024 upfronts.
Samba, along with companies like iSpot and VideoAmp, is looking to take share from Nielsen, especially given the mounting need for clarity about viewership of programming and advertising in the streaming era. Traditional metrics from the linear era, while never supremely reliable, at least functioned as a universal standard for the industry. In the streaming era, there is much less
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