Samba TV and cross-media dataset provider, HyphaMetrics, have struck a partnership to create a unified viewership dataset by merging Samba TV's extensive TV data with HyphaMetrics' person-level panel data.

The collaboration will exclusively harness Samba TV's first-party data in the US, drawing from millions of opted-in televisions, which will be calibrated by HyphaMetric's individualised measurement of all content. The resultant dataset will offer census-level data with person-level granularity, a feature that is expected to enhance the flexibility and utility of existing data across the media marketplace. This dataset will be made available to brands, agencies, publishers, and currency providers, offering insights, planning, and measurement at both the household and person level. The pair said their cross-validated dataset can then be leveraged across the media marketplace to activate interoperability.

Samba TV Co-founder and CEO Ashwin Navin is optimistic about the partnership, believing it will provide a more robust and representative dataset for media and advertisers.

"Together with HyphaMetrics, we are now able to offer to our industry a more robust and representative dataset that will be foundational to measurement companies and the future of TV currency," Navin stated.

HyphaMetrics CEO Chris Wilson and Co-founder and President Joanna Drews also expressed their excitement about the partnership, particularly the potential to provide a new level of detail that will meet the cumulative industry demand for granularity at scale.

"We are excited to provide a new and unprecedented level of detail that, in combination with Samba TV's data, will fulfill the cumulative industry demand of granularity at scale," Wilson said.

Samba TV's proprietary first-party data is sourced from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries. HyphaMetrics employs Artificial Intelligence and Machine Learning to analyse and optimise advertising and video content for media executives.