MiQ, a global programmatic media partner, and Samba TV, a provider of cross-screen television insights and analytics, has announced a partnership to offer clients better planning and activation by leveraging TV consumption insights across the "largest Smart TV dataset in Australia". 

The partnership is aimed at helping brands that are increasingly seeking advanced TV expertise to better manage frequency while maximising reach across screens and media formats including TV, mobile, connected TV (CTV), video, and display.

With consumer attention more fragmented across screens than ever before, brands will be enlisting this combined offering to ensure their investments are maximised for reach with a key focus on digital and offline outcomes.

Samba TV’s viewership data leveraged across tens of millions of Smart TVs globally, utilises proprietary and privacy-compliant Automatic Content Recognition technology to gather TV viewership data from a fully opted in and comprehensive consumer base, producing deterministic program viewership and spot exposure data from the TV device.

Through phase one of this collaboration, MiQ will bring its TV viewership activation capabilities to the Australian market with advanced controls for reach and frequency management across screens and formats including CTV, mobile, and display.

The partnership will also offer the ability to build stronger segmentation for programmatic targeting based on customised, multi-dimensional viewership attributes, in addition to performing competitive retargeting based on exposure to other brands’ spots.

The second phase of this partnership will open up the opportunity for marketers to tap into MiQ’s expertise in connecting these strong viewership insights to first-party or third-party audiences for more specific audience insights and programmatic activation.