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Advertisers can unlock first-party TV audience insights to boost incremental reach at scale.

Beintoo, the data-driven digital advertising company and subsidiary of Mediaset Group (part of the holding company MFE – Media For Europe), specialised in digital advertising strategies, and Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today announced the integration of Samba TV’s proprietary first-party TV viewership data and Beintoo’s platform in Spain and Germany.

Brands and agencies using Beintoo’s cutting-edge platform will benefit from Samba TV’s 100% opt-in TV data, powered by automatic content recognition (ACR) technology embedded across 20+ TV brands globally. The integration will provide real-time insights of TV ad exposure and consumption across linear TV, digital devices, and streaming platforms. Advertisers can plan holistically, achieve incremental reach and optimise cross-screen effectiveness. As part of the new targeting capabilities, Beintoo’s geo-behavioural audiences will be enriched by Samba TV’s viewership data for wider reach and greater accuracy.

“Advertisers are actively looking for more effective ways to target incremental audiences for continued growth in the digital space, which still attracts the highest media investment,” says Beintoo CRO, Marilena Pellegrini. “Our partnership with Samba TV in Spain and Germany is showing outstanding results. It introduces a new layer of real-time data and analytics to the Beintoo platform, bringing our clients new omniscreen targeting solutions that are highly advanced and accurate”.

“By integrating Samba TV’s data with Beintoo’s technology, we’re creating a wealth of opportunities for brands to stand out and become more competitive in Germany’s fast-growing digital ecosystem,” said Beintoo, DACH, Head of Sales Richard Wagner. “Advertisers can deliver more impact through personalised campaigns that help clients build more brand value in cross-screen environments. Together, we are setting new standards of excellence in data-driven advertising leveraging insights collected from Samba TV’s privacy-first TV platform.”

“Samba TV’s collaboration with Beintoo is centred on providing more effective, scalable, and non-intrusive media optimisation solutions for advertisers,” said Samba TV Chief Commercial Officer, Aden Zaman. “By design, the integration of our first-party TV data with Beintoo’s technology strengthens the advertiser’s ability to understand viewership behaviour and achieve highly sought-after incremental reach. We’re excited for this partnership to help advertisers in Spain and Germany secure maximum return on their media investment.”