Samba TV is acquiring a startup that helps direct-to-consumer brands like Parachute and Plated swap data to improve TV ad targeting
This story requires our BI Prime membership. To read the full article,Ad-tech firm Samba TV has acquired Wove to help advertisers use first-party data in targeting and measuring TV ads.
Wove is the third company that Samba TV has bought in the past year to solve advertisers' problems like frequency capping and measurement, said Samba TV CEO and co-founder Ashwin Navin.As more marketers shift towards using first-party data to target ads, TV measurement firm Samba TV is acquiring Wove, a small data firm that specializes in helping direct-to-consumer companies manage data.
Until now, Wove has focused on email and social advertising and will now build data products that help marketers advertise on TV using first-party data, according to Ashwin Navin, CEO and co-founder of Samba TV.Wove has raised $12 million and is founded by former Liveramp employees Eddie Siegel, Armaan Sarkar, and Chris Taylor.
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