Samba TV is a data and analytics company providing essential television insights by leveraging the world’s most comprehensive source of real-time viewership data across broadcast, cable TV, OTT and digital media. Through software embedded in smart TVs, amplified by set-top boxes and mapped to connected devices, Samba makes TV audiences more addressable and measureable to help marketers activate cross-screen campaigns and analyze the impact of their media investment.
On how Samba determines ad exposure – we’ve built visual ACR (automatic content recognition) software called Content ID that’s been directly integrated into 14.4 million Smart TV’s in the US across 10 different TV manufacturers (Sony, Sharp, Phillips, Toshiba, etc.). Each one of these TV’s has opted-in for Samba data and once enabled, the software runs persistently as part of the TV’s operating system and utilizes visual fingerprinting to quickly and accurately recognize virtually any video content that appears on a TV embedded with our technology in under 2.5 seconds. When we receive the fingerprints, we compare them to our database of known fingerprints to accurately determine what content is being viewed on a particular TV. Types of content that can be recognized include: TV show content, Commercials, SVOD, Time-shifted/DVR content, Movies (Blu-Ray, DVD, Digital) and Video Games. That said, we are able to determine NBA playoffs/final viewers, and retargeting them on their secondary devices.