Adform, the most powerful and safe media buying platform built for the game changers, and Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today (January 16th, 2024) announce the launch of new CTV targeting capabilities and audience segments on Adform’s DSP. 

This is the latest innovation and milestone in Adform and Samba TV’s long-standing relationship. The brand new offering will be available on Adform’s platform in Q1 2024 for all of Adform’s buyers in Germany, UK, France, Italy and Spain.

Addressing audience fragmentation remains a top priority for advertisers focused on precise CTV targeting at scale. There is strong demand for comprehensive data to effectively bridge the gaps in shifting viewership behaviour and for sophisticated technology to accurately pinpoint and engage with elusive audiences. This new solution integrates Samba TV’s proprietary first-party CTV data with Adform’s award-winning omnichannel DSP.

Enriched with independent, deterministic, and representative CTV audience data, brands can purchase these segments in Adform’s DSP at any time. This includes unique ‘always-on’ geo audience segments, powered by Samba TV’s proprietary first-party TV viewership data, which advertisers can leverage to optimise ad performance based on geographical location and to deliver more effective CTV campaigns.

The announcement swiftly follows on the heels of the creation of Adform’s new global omnichannel division. Having increased CTV spend by 115% since October 2022, alongside forging a strategic relationship with Disney+, this latest news sees the business further enhance and scale up its CTV offering. Adform is on an even stronger footing to capitalise on the burgeoning growth of this key emerging channel.

Stefan Sommer, SVP global sales & partnerships at Adform, said: “Samba TV is a trusted partner of ours, and we’re delighted to expand our efforts as brands prioritise CTV campaign performance. Indeed, it’s the ideal time to offer more robust audience targeting by bringing Samba TV’s deterministic data into our DSP, which will take CTV targeting and performance to the next level, and bring greater value right when advertisers are demanding more out of their spend.”