Samba TV, the leading provider of global TV data and audience analytics, announced that it has expanded its integration with Moat by Oracle Data Cloud to measure viewability and invalid traffic across its CTV (Connected TV) impressions.

“With over four billion available impressions for brands every month, and 100 percent of them measurable and addressable, Samba’s CTV advertising is an essential solution for our clients and a key growth driver for our industry. What’s unique about Samba’s Audience products across CTV and digital devices is that every impression can be connected with a business outcome,” said Marc Bourget, SVP and Head of Audience Products, Samba TV. “This Moat integration helps us demonstrate that not only whether our CTV ads are viewable, but how Samba’s targeting and measurement capabilities help these ads perform better than other solutions in the market.”

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Samba has assembled the industry’s leading connected TV advertising and technology stack, giving advertising clients access to real-time TV viewership data, TV spot analytics, and identity resolution against first-party data for attribution and activation. Samba’s CTV business gives advertisers access to premium content and advertising inventory across more than a dozen CTV platforms, ensuring that they reach high quality audiences, no matter where or how those audiences watch TV content.

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“In an increasingly fragmented media universe, advertisers need consistent, accurate measurement of IVT, viewability, and consumer attention across all channels,” said Mark Kopera, Head of Product for Moat at Oracle Data Cloud. “Samba helps advertisers reach their targets in this new era of content consumption, and Moat gives those same advertisers the transparency needed to measure and optimize campaign effectiveness and impact.”

Moat helps top advertisers and publishers measure and drive attention across trillions of ad impressions and content views, so they can avoid invalid traffic (IVT), improve viewability, and better protect their media spend. Moat has been working with Samba TV since 2016.

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