Havas Media Group (HMG) North America announced a caller concern with connected TV (CTV) analytics institution Samba TV that volition assistance advertisers find and negociate audiences connected streaming, gaming and linear TV channels though HMG’s Converged platform.

Samba TV’s insights are derived from implicit 20 tv manufacturers, sourcing viewership information connected U.S. households crossed gaming and OTT (over-the-top TV) devices, arsenic good arsenic linear TV services (aka cable).

Why we care. Audiences are cutting the cord and migrating to streaming platforms, and advertisers are pursuing suit. But particularly now, with the outgo of aggregate streaming app subscriptions approaching that of a pricy cablegram bill, viewers are each implicit the place. And a batch of younger consumers are conscionable playing video games, galore inactive connected consoles through their astute TVs. 

So this concern is tailored to find audiences successful this existent fragmented chaos.

Dig deeper: Brands are betting heavy connected CTV advertising

Viewership behaviors. Converged already has acquisition behaviour and different insights from advertiser first-party information sources. The Samba TV dataset adds a furniture of spectator behaviour from streaming, gaming and linear TV connected apical of these existing insights. Within the Converged platform, HMG tin curate the close insights for circumstantial advertisers.

“This concern allows america to recognize however consumers walk clip crossed screens and the quality to analyse the unsocial worth media has for each 1 of our clients,” said Mike Bregman, HMG North America Chief Data Officer, successful a institution statement.