Madhive Selects Samba TV As Preferred Audience Targeting Partner, Enabling Access To Comprehensive Streaming and Linear Audiences for Local Advertisers

Hearst is the first of several Madhive clients to bring Samba's TV audience targeting capabilities to market

NEW YORK CITY - October 2, 2024 - Madhive, the leading technology company for local connected television (CTV) advertising, today announced it has selected Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, as its preferred automatic content recognition-based TV (ACR) audience partner. The integration will enrich Madhive's local offering by allowing broadcaster, advertiser, and agency clients to target audiences based on TV viewing behavior and ad exposure.

As a result of this partnership, Madhive clients will gain direct access to comprehensive audience segments based on Samba TV's massive audience of 111 million households projected from 38 million TV devices in the U.S. Samba TV segments leverage its first-party data from opted-in Smart TVs across numerous TV brands integrated with Samba's ACR - the most diverse in the industry according to Frost & Sullivan, providing unbiased, representative data that covers all streaming, linear, and gaming content that touches the screen. In partnership with Hearst, clients launched media activation tests against these segments in early 2024.

"Connected TV is a massive growth area, not just for Hearst, but for the entire media ecosystem. Being able to understand and help our clients target their best consumer across platforms is a critical component to driving optimal business decisions, said Hearst Television Director of Sales Chris Martinez, Director of Sales. "The partnership between Madhive and Samba supercharges media buyers' ability to reach the right audience at the right time on CTV, which is exactly what they need to stay competitive."

The integration will soon provide Madhive clients with more than 1,000 standard audience segments from Samba TV. Madhive clients will also have the ability to build, target and reach custom audiences, including:

• Targeting viewers who watched specific content on linear TV. For example, a regional furniture chain can target viewers of programs such as Fixer Upper.

• Creating audiences based on behavior and content exposure, so a national vitamin brand can find viewers of Health & Fitness content.

• Discovering incremental audiences that have not seen your ad yet, so a political candidate can expand to new audiences with refreshed creatives.

• Reaching viewers who have seen your competitor's ads, so a local car dealer can reach audiences exposed to a competitor's ad.

"Over the past few years, we've built a data marketplace that is designed for the needs of local advertisers and small and medium businesses. Our marketplace consists of best-in-class, curated data partnerships, enabling marketers to efficiently reach advanced audiences." said Madhive Senior Vice President of Business Development Luc Dumont. "Samba TV is at the forefront of TV viewership data intelligence and this expanded partnership is already helping clients streamline activation and optimize marketing dollars against both top and bottom-of-funnel outcomes."

"Our partnership with Madhive is a step forward for advertisers looking to reach granular CTV audiences at scale," said Samba TV Chief Commercial Officer Aden Zaman. "By combining our incomparable reach with Madhive's platform, advertisers can effectively locate and engage these diverse audiences, optimizing their ad spend across all screens."

The Madhive Data Marketplace provides advertisers with access to curated audience segments, including behavioral, demographic, and transactional data, and more. Through partnerships with top-tier data providers like Alliant, TransUnion, Experian, and Datonics, the marketplace offers high-quality audiences at efficient costs, leading to higher match rates and broader reach for marketers. With access to nearly every CTV household, the marketplace enables hyperlocal targeting down to the zip code and congressional district level.

This announcement comes on the heels of Madhive receiving a $300 million investment from Private Equity at Goldman Sachs Alternatives in June 2023, and acquiring local omnichannel advertising platform Frequence earlier this year.

About Madhive

Madhive is the leading technology company engineered for modern TV advertising. Through its self-service platform, Madhive modernizes legacy systems, enabling advertisers to seamlessly automate the ad buying process into one operating system. This allows advertisers to plan, target, activate, and measure their campaigns with greater simplicity, accountability, reach, and control. Powered by an industry-leading bidder and device graph that processes billions of available ad opportunities per day, Madhive delivers precise, brand-safe audience connections efficiently at scale. The company is trusted by the leading local content owners, creators, and distributors as well as national agencies and brands, powering millions of dollars in media across 20,000+ daily campaigns. To learn more, visit madhive.com.

About Samba TV

Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over one hundred countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.

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