Media measurement is rapidly evolving to help marketers get a better idea of how they’re reaching television viewers across multiple platforms. Those media outlets including traditional linear television and newer streaming services that exploded in popularity during the pandemic.
“All the disruption that’s happened in media consumption over the last decade — and only accelerated during the pandemic — is now being counted,” Ashwin Navin, co-founder and chief executive of Samba TV, said in this interview with Beet.TV.
Focusing on Measurement After MiQ Deal
Samba TV this month announced a couple of agreements with partner companies that will help to advance its goal of providing comprehensive insights and audience analytics. The first was with programmatic media company MiQ, which will take over Samba TV’s managed media services business.
“With MiQ, we found a great partner, a company that was very focused on providing a managed service to marketers that bundles data from us, inventory from a variety of sources, …