Business

Samba TV announced a collaboration with Amazon Web Services to make its TV data available within the newly launched AWS Data Exchange, a new service that makes it easy for millions of AWS customers to securely find, subscribe to, and use third-party data in the cloud. The collaboration gives AWS customers access to Samba’s comprehensive linear and OTT viewership insights and ad exposure data, aggregated at a DMA level, from more than 20 million households.

Samba TV’s viewership data is increasingly used to advance customers’ in-house analytics decisions. With the availability of Samba TV’s high-quality, representative viewership data in AWS Data Exchange, enterprise customers can now have fast, flexible access to one of the most representative global TV datasets available.

“Samba TV has had a longstanding relationship with AWS and we are proud to be one of the first TV datasets available in AWS Data Exchange, with the goal of giving businesses of all kinds greater access to the data they need to understand a changing TV market,” said Aden Zaman, SVP at Samba TV. “This latest collaboration allows customers to seamlessly access Samba TV data in the cloud, enabling them to build advanced analytics, services, and tools using our aggregated data within AWS. This will bring Samba TV’s dataset to new verticals, creating new opportunities to see our insights in action.”

By making this dataset available in the cloud, Samba and AWS are reducing the friction of data discovery and accessibility. AWS customers can now easily integrate Samba’s aggregated TV data, derived from more than 20 million TV households that have opted-in to share viewing activity, directly into applications, analysis and machine-learning models built on AWS.

“TV viewership behavior is changing rapidly, and businesses across all verticals need to better grasp how these changing behaviors are affecting their target markets,” said Chris Casey, General Manager, BD, AWS Data Exchange, Amazon Web Services, Inc. “We’re delighted to make Samba TV’s high-quality aggregated TV viewership dataset available in AWS Data Exchange, making it easy to incorporate the insights into apps or technology built on AWS. Our mutual customers can now more easily leverage Samba’s dataset to make more informed and actionable marketing decisions.”