BOSTON \u2013 In the media business, being in the television is like being in the kitchen\u2014to the 100th power. Which is one of the reasons Dan Ackerman joined<\/a> Samba.tv from a long stint at AOL<\/p>\n

Like many others, he was frustrated about trying to make sense out of all the disparate data sources that might somehow shed light on how people consume content and advertising. \u201cTrying to string those all together was a huge problem for me in my previous role,\u201d Ackerman says in an interview with Beet.TV. \u201cIt\u2019s something that just hasn\u2019t been cracked.\u201d<\/p>\n

This is where the kitchen analogy comes in. Samba.tv, of which Ackerman is CRO, has its technology integrated into TV chips at the factory of nine leading smart TV manufacturers. When owners first power up those TV\u2019s they can opt in to Samba\u2019s data collection.<\/p>\n

\u201cWhat that opens the door to is data that understands all video coming through the glass\u201d regardless of how the content gets there, says Ackerman.<\/p>\n

That same technology is a gateway to cross-screen targeting and measurement, because the company also is able to map individual cell phones and tablets within a given household via the IP-connected TV.<\/p>\n

\u201cYou have that view into the household and what\u2019s being consumed and use that as a trigger to then advertise in a more personalized and targeted, addressable basis to those devices,\u201d Ackerman<\/a> adds.<\/p>\n

He cites as examples marketers that might wish to one-up a competitor that has category exclusivity in a Super Bowl game with a conquest message, or TV networks informed by what and how viewers of competing programming are seeing.<\/p>\n

The other side of Samba\u2019s<\/a> business is using its data, along with that of third parties, to correlate consumer exposure to ads and subsequent business results for the advertisers. Pairing digital and television data together provides \u201ca real deterministic view of how consumers have been exposed on a one-to-one basis,\u201d says Ackerman.<\/p>\n

More than 90% of people with TV\u2019s containing Samba\u2019s technology opt in to being tracked, according to Ackerman, who pegs penetration at more than 10 million homes.<\/p>\n

Noting that \u201cadvertising follows content,\u201d Ackerman believes that the more content providers personalize their offerings, the more advertisers can benefit. \u201cThe more choice the consumer has in personalizing the way they get the content, then you have more data and a more personalized environment to send them targeted, addressable ads,\u201d Ackerman says.<\/p>\n

We interviewed him last month at the Progress Partners Connect conference<\/a>. Our coverage of the conference is sponsored by Simpli.fi<\/a>. More videos from the series can be found on this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

BOSTON \u2013 In the media business, being in the television is like being in the kitchen\u2014to the 100th power. Which is one of the reasons Dan Ackerman joined Samba.tv from a long stint at AOL Like many others, he was frustrated about trying to make sense out of all the disparate data sources that might […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5875],"tags":[5265,3102,4296,5877],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43247"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=43247"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/43247\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=43247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=43247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=43247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}