Havas Media Network reposted this
Want to go beyond traditional ratings to optimize ad buying for TV and digital? Samba TV's comprehensive TV data is now helping power the Havas Meaningful Rating Point (MRP) product for cross-platform planning and measurement. The MRP provides a real-time analysis of an audience’s reach and engagement, while GRP and other traditional ratings only quantify reach after viewing has occurred. “We’re excited to expand our partnership with Samba TV and build customized solutions that enable us to perform advanced analytics and data science where we need it,” said Mike Bregman, Chief Activation Officer for Havas Media Network North America. “Through this partnership, we will leverage Samba TV data in our cloud environment for custom model development, personalization and activation in a truly meaningful way for clients in the US. Samba’s granular, real-time data is an ideal complement to Nielsen and Comscore data that we leverage in the MRP and across Converged to plan, activate, and measure for campaign optimization.” “Havas Media has always been an innovator with data and we are proud to see what our collaboration with Samba’s TV data unlocks for advertisers across the US,” said Ashwin Navin, Chief Executive Officer at Samba TV. “Being independent of any media platform, our viewership data can be deployed to measure and optimize digital walled gardens, the open web, as well traditional media, so Havas Media advertisers can feel confident that they are getting efficient reach and tools to reduce excess frequency across platforms.” Read more 👉 https://lnkd.in/g-a-AKrF #TVData #TVMeasurement #MRP #GRP #Advertising