Partnership With Samba TV Offers Better Ad Targeting as Election Nears: FreeWheels Eric Davis Beet.TV [Video]

FreeWheel, the advertising technology unit of Comcast, this month announced a first-of-its-kind partnership with audience data and measurement company Samba TV to offer major improvements in reaching targeted groups of viewers. Their collaboration is especially significant as political campaigns seek to reach independent and undecided voters in swing states and districts.

“We are very excited about the FreeWheel and Samba TV partnership,” Eric Davis, head of independent and political, programmatic demand at Comcast’s FreeWheel, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “This is going to help advertisers maximize their reach, optimize their frequency and refine their targeting.”

As a result their partnership, Samba TV’s standard and custom audience segments are available in FreeWheel’s Audience Manager platform, which enables publishers to unlock faster audience activation across screens. The partnership utilizes Samba TV’s data from opted-in, first-party automatic content recognition – a technology that detects what appears on viewer screens – and FreeWheel’s pool of premium inventory.

“Samba has one of …