Kargo, the mobile-first advertising technology company, has announced a strategic partnership with Samba TV to enhance its targeting and measurement capabilities across mobile and Connected TV (CTV). This move builds on Kargo's recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV.

The new solution will leverage Samba TV’s first-party viewership data, analysed at a granular postcode level. Kargo will combine its creative and targeting capabilities with Samba TV’s omniscient measurement to unlock deduplicated incremental reach on top of digital campaigns. Kargo said it aims to create memorable experiences to captivate consumer attention and deliver the only media marketplace with 100% premium supply for brands.

The integration of Fetch TV's subscriber and set-top box data with Kargo's advanced contextual targeting capabilities is being used to position Kargo as a frontrunner in delivering impactful advertising experiences.

"Not only do Kargo’s creative formats captivate audiences, but they consistently outperform traditional media," said Kargo APAC Operations Director Cam Dinnie. "Now we have created an even more powerful CTV advertising solution by integrating Samba TV's robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omni channel campaigns."

Samba TV's ambition is to provide real-time insights and audience targeting.

"This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach," Samba TV Australia Managing Director, Yasmin Sanders, said. "We’re excited to combine our technologies to give Kargo’s advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimise performance."