TL;DR Summary<\/strong>\r\nTelevision advertising faces a persistent measurement challenge: Viewing is fragmented across myriad streaming and linear platforms, with attribution trapped in silos, making it difficult to connect TV impressions to business outcomes. The Kochava-Samba TV partnership solves this by providing unified TV measurement across smart TVs, applying identical methodology to all linear and CTV exposures, and connecting them to verified conversions (app installs, sales, store visits). Crucially, while last-touch attribution often credits other channels, the data shows CTV driving 95% of search behavior in dual-exposed users. For the first time, marketers can identify which networks, dayparts, and creative variants actually drive outcomes and optimize midflight based on apples-to-apples performance data. Marketers seeking unified insights across linear and CTV spend can request a free consultation<\/a>.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”.vc_custom_1764785171934{margin-top: 25px !important;}” text_direction=”default”]The campaign launches at 8 PM Eastern on a Tuesday in October. A national QSR\u2019s Family Feast<\/em> spot goes live simultaneously across ABC\u2019s primetime lineup, cable networks, and eight streaming platforms. The CTA is clear: Download the app, order tonight, get 20% off.\r\n\r\nSoon thereafter, the marketing director drowns in 11 separate performance reports. Nielsen claims one reach number. Hulu reports another. Netflix doesn\u2019t share theirs. The mobile attribution platform shows 47,000 app installs, but which portion of the TV budget drove them?\r\n\r\nThis is the ongoing challenge marketers face: As TV viewing fragments across platforms, measurement tools haven\u2019t kept pace. More data than ever. Less clarity about what actually drives outcomes.\r\n\r\nUntil now.<\/strong>[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”59971″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764690479717{margin-top: 25px !important;}” text_direction=”default”]\r\n <\/i> For even more insights, download Samba\u2019s 2025 U.S. State of Streaming Report<\/strong><\/a>.<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764786190549{margin-top: 25px !important;}” text_direction=”default”]\u201cThere was a time when you could buy prime-time ads and probably reach 80% of the country,\u201d Zaman observes. \u201cNow you buy them, you might reach 20% if you\u2019re lucky.\u201d Consider this: 94% of TV ads now reach fewer than 50% of households. The mass<\/em> in mass media has quietly evaporated.\r\n\r\nAdvertising dollars tell a different story\u2014cautious reallocation rather than wholesale flight. Linear still commands majority TV ad spend, though CTV projects to overtake it by 2027. The inflection point approaches but hasn\u2019t quite arrived.[\/vc_column_text][image_with_animation image_url=”59968″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” constrain_group_1=”yes” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” margin_top=”25px” margin_bottom=”25px”][vc_column_text css=”” text_direction=”default”]\r\n EMARKETER forecast, March 2025<\/em><\/p>\r\n[\/vc_column_text][vc_column_text css=”” text_direction=”default”]Ad-supported tiers are markedly accelerating the shift. Among new OTT subscriptions, 56% choose ad-supported plans, according to Samba TV. Inventory floods the market as audiences fragment across an expanding universe of platforms.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#00B3E3″ column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n Over half of SVOD subscribers across top platforms now use ad-supported plans\u2014with Prime Video leading at 78%, followed by Hulu and Peacock at 62% each.<\/p>\r\n ARF DASH TV Universe Study, Spring 2025<\/p>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1764706131261{margin-bottom: 0px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764775569805{margin-top: 25px !important;}” text_direction=”default”]Television\u2019s central paradox: more advertising opportunities than ever, diminished ability to measure them coherently.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764775591572{margin-top: 25px !important;}” text_direction=”default”]\r\n [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left”…<\/p>\n","protected":false},"author":79,"featured_media":59963,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[205,230,11],"tags":[],"class_list":{"0":"post-59962","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ctv","8":"category-industry-2","9":"category-news-and-updates"},"_links":{"self":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/59962","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/users\/79"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/comments?post=59962"}],"version-history":[{"count":6,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/59962\/revisions"}],"predecessor-version":[{"id":59998,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/59962\/revisions\/59998"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media\/59963"}],"wp:attachment":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media?parent=59962"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/categories?post=59962"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/tags?post=59962"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Solving TV\u2019s Translation Puzzle<\/h2>\r\nOn July 29, 2025, Samba TV and Kochava announced a partnership<\/a> designed to provide consistent measurement across TV and digital platforms\u2014addressing one of the marketing industry\u2019s biggest unresolved issues around cross-channel television attribution and measurement. The collaboration marries Samba TV\u2019s first-party viewership data across 50 million smart TVs with Kochava\u2019s attribution spanning mobile, CTV, web, and physical retail.\r\n\r\nKochava Founder and CEO Charles Manning<\/a> described the partnership as a way to \u201cbring verified outcomes to linear TV at scale\u201d\u2014aiming to move beyond basic data integration toward a unified view of the consumer journey.\r\n\r\nFor the first time, marketers can compare results across linear TV, CTV, and digital channels using shared metrics\u2014clarifying which networks, time slots, and creative variants actually drive installs, orders, or visits. Not reach. Not frequency. Outcomes<\/strong>.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bottom_padding=”15″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”59965″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”no-extra-padding” column_padding_phone=”no-extra-padding” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”.vc_custom_1764807002253{margin-top: 25px !important;}” text_direction=”default”]\r\n
Unpacking the Unified TV Measurement Solution<\/h2>\r\nTo explore the partnership\u2019s implications, Kochava hosted Beyond Fragmented Signals: Unifying Linear TV + CTV for Cross-Platform ROI<\/a>, a webinar featuring a powerhouse panel of industry luminaries: Michael Shields<\/a>, founder of Next in Media<\/a>, a veteran analyst covering advertising and media; Aden Zaman<\/a>, Chief Commercial Officer at Samba TV<\/a>, an expert in media intelligence and first-party viewership data; and Grant Simmons<\/a>, VP of Kochava Foundry<\/a>, specialist in cross-channel measurement and attribution.\r\n\r\nTheir discussion illuminated TV\u2019s measurement challenge and the elegant, standardized approach emerging to solve it.[\/vc_column_text][\/vc_column_inner][vc_column_inner top_padding_desktop=”20px” constrain_group_100=”yes” bottom_padding_desktop=”20px” left_padding_desktop=”40px” constrain_group_101=”yes” right_padding_desktop=”40px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”20px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#00B3E3″ column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”.vc_custom_1764775219606{margin-bottom: 0px !important;}” text_direction=”default”]What\u2019s Changing in TV Attribution?<\/strong>[\/vc_column_text]
\r\n \t
The Fractured Landscape<\/h2>\r\nThe numbers reveal a transformation that has outpaced measurement infrastructure. Streaming now captures 60% of total TV viewing time; linear holds the other 40%. Two years ago, these numbers wore opposite jerseys. CTV viewing hours have surged 46% year-over-year. Meanwhile, linear viewing hours are up 1%.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1764706097175{margin-top: 0px !important;margin-bottom: 0px !important;}”][vc_column_inner top_padding_desktop=”20px” constrain_group_100=”yes” bottom_padding_desktop=”20px” left_padding_desktop=”20px” constrain_group_101=”yes” right_padding_desktop=”20px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FBFBFB” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#D6D6D6″ column_border_style=”solid” column_padding_type=”advanced” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\r\n
Measurement Blind Spots<\/h2>\r\nShields captures the industry\u2019s uncomfortable irony: \u201cFor the longest time, there was complaining about Nielsen having a monopoly. Meanwhile, they complained about the walled gardens in digital advertising. Now you\u2019ve got all this fragmentation, every media company playing the walled garden thing\u2014their own identifiers, graphs, way of measuring. Now everything\u2019s a walled garden, and at least Nielsen was simple.\u201d\r\n\r\nLinear TV measurement offers broad averages with limited segmentation\u2014useful for understanding markets, inadequate for optimization. CTV provides granular data trapped in publisher-specific silos, each with proprietary methodology. Netflix measures one way, Hulu another, YouTube TV yet another.\r\n\r\n\u201cUp to 40% of a brand\u2019s ad buy might still be on linear,\u201d Simmons explains. \u201cBut how does this 40% compare to their 60% CTV? Historically, they haven\u2019t had the ability to make that comparison.\u201d\r\n\r\nThe gap extends beyond media metrics to business outcomes. Marketers need to connect TV advertising\u2014regardless of delivery mechanism\u2014to app installations, ecommerce transactions, subscription activations, store visits. Without these connections, TV advertising remains trapped defending reach and frequency while digital channels capture performance budgets through superior attribution.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764786527923{margin-top: 25px !important;}” text_direction=”default”]\r\n
Architecting a Solution<\/h2>\r\nThe technical foundation: straightforward. The implications: profound.\r\n\r\nSamba TV measures second-by-second viewership on 50 million opted-in smart TVs, tracking activity across more than 2,000 networks and 300 streaming apps. This data feeds into an identity graph that links ad exposure to households and devices.\r\n\r\nKochava provides outcomes infrastructure, tracking conversions across mobile apps, CTV apps, websites, ecommerce platforms, and physical retail. Software development kit (SDK) implementations span thousands of apps. Integrations include Shopify (DTC), Polk (automotive), footfall analytics (retail visits), and Fandango (theatrical outcomes).[\/vc_column_text][image_with_animation image_url=”59964″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” margin_top=”25″ margin_bottom=”25″][vc_column_text css=”” text_direction=”default”]Match Samba TV\u2019s household-level ad exposure data with Kochava\u2019s device-level conversion data, and measurement threads emerge, connecting TV impressions to business outcomes no matter where the impressions originate.\r\n\r\n“It comes down to match rates, the Venn diagram of footprint between our two universes,” Simmons notes. “Our match rate with Samba TV is very high, which allows us to have veracity in the measurement.”\r\n\r\nThe measurement process uses synthetic control groups and machine learning to adjust for outside influences\u2014allowing conversion rates from NBC, Hulu, or any platform to be evaluated on equal footing.\r\n\r\nApples to apples at long last! [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_single_testimonial testimonial_style=”bold” image=”59969″ color=”Accent-Color” quote=”For the first time, you\u2019re able to get pure comparability between linear and connected TV and other digital platforms.” name=”Aden Zaman” subtitle=”Chief Commercial Officer, Samba TV”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764775736774{margin-top: 25px !important;}” text_direction=”default”]\r\n
Attribution Sleight of Hand<\/h2>\r\nOne of the webinar\u2019s most compelling insights centered on how last-touch attribution systematically undervalues television\u2019s role in driving conversions.\r\n\r\nSimmons illustrates: “If you\u2019re on an iPhone and you search Netflix, 9 times out of 10 you\u2019ll click the first result. Netflix probably paid upward of $10 for that tap. But the reality is that lots of mid-funnel and upper-funnel things drove you to that search behavior.”\r\n\r\nThe data exposes the trick. In one analysis spanning 20 million installs, 500,000 users saw both CTV ads and search results. Of these dual-exposed users, CTV came first 95% of the time. For social media, CTV preceded social touchpoints 94% of the time.\r\n\r\nTelevision drives search and social as outcomes. But who captures credit in the dashboard? The last touch.\r\n\r\nThis undervaluation creates perverse incentives\u2014budget shifts toward channels capturing credit rather than those creating value. Unified measurement corrects this by revealing each touchpoint\u2019s actual contribution.\r\n\r\n“Linear tends to be more performative than folks give it credit for,” Simmons observes. “If you\u2019re buying 60% CTV and 40% linear, you might want to pick up a little more value from linear.”\r\n\r\nThe secret: What looked like search performance was television\u2019s work all along.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_single_testimonial testimonial_style=”bold” image=”59966″ color=”Accent-Color” quote=”Linear tends to be more performative than folks give it credit for.” name=”Grant Simmons” subtitle=”VP, Kochava Foundry”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764777848157{margin-top: 25px !important;}” text_direction=”default”]\r\n
What the Numbers Reveal: A Case Study<\/h2>\r\nA quick-service restaurant (QSR) case study highlights the unified TV measurement strategy. The brand allocated 80% of its budget to linear TV and 20% to CTV, tracking which platforms actually led to mobile app downloads. Unified measurement revealed what siloed data could not:\r\n\r\nGeography:<\/strong> Southern California DMAs overindexed for store visits. Chicago underperformed. Regional reallocation followed.\r\nNetworks:<\/strong> Nickelodeon and ABC outperformed for in-app order completions\u2014a not-so-obvious insight guiding future buys.\r\nCreative and daypart:<\/strong> Primetime Family Meal ads drove 50% higher conversion than alternative messaging.\r\nFrequency:<\/strong> Diminishing returns showed after five exposures, rationalizing budget deployment.\r\n\r\nPerformance data arrives within 48\u201372 hours through daily dashboards\u2014enabling midflight optimization impossible with linear\u2019s traditional measurement cycles.\r\n\r\n“We delivered believable, defensible results,” Simmons recounts. “The brand could finally see, ‘Of my 40% on linear and 60% on CTV, what\u2019s the actual downstream performance?'”[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764775930874{margin-top: 25px !important;}” text_direction=”default”]\r\n
Performance Meets Brand (Finally)<\/h2>\r\nUnified measurement collapses television\u2019s brand-vs.-performance distinction. Historically, TV has meant mass marketing and vague awareness metrics, not incrementality testing and coefficient lift.\r\n\r\nThis is changing. CTV\u2019s targeting capabilities and measurable performance attract new advertiser categories\u2014Instagram-native brands previously viewing television as inaccessible.\r\n\r\nShields poses the question “Is the measurement ahead of buying capabilities?” The gap between what can be measured and how quickly budgets shift remains real.\r\n\r\n“Do you need a good answer now or a perfect answer later?” Simmons asks. Performance marketers want signal as fast as possible.” Television\u2019s cadence differs from mobile\u2019s sub-hour optimization cycles. The partnership’s 48\u201372 hour reporting bridges that gap\u2014not mobile-fast, but leaps beyond linear’s traditional weeks-long measurement cycles.\r\n\r\nFast enough to optimize. Precise enough to prove value. This is the new standard.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764775967648{margin-top: 25px !important;}” text_direction=”default”]\r\n
Advertising Landscape Inflection Point<\/h2>\r\nTo conclude, the panel turned to television advertising\u2019s future trajectory. “It\u2019s an existential moment for TV,” Shields observes. “The more sophisticated attribution you can bring, the more confident brands become. But the structural challenge is who controls media budgets. That\u2019s where change happens slowly.”\r\n\r\n“TV\u2019s always been the best place to tell a story,\u201d notes Zaman. “TV was one-to-many, but CTV makes it almost one-to-one. TV can still start a story; CTV lets you continue it with sequential messaging.”\r\n\r\nThe brands mastering this convergence\u2014full-screen video\u2019s emotional impact meeting digital advertising\u2019s targeting precision\u2014will capture television\u2019s next chapter. [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1764776031417{margin-top: 25px !important;}” text_direction=”default”]\r\n
Linear TV + CTV Q&A Featuring Grant Simmons<\/h2>\r\nFollowing the webinar, the Kochava Foundry team compiled questions from attendees alongside additional inquiries that frequently arise when brands explore unified TV measurement. Simmons offers detailed responses addressing technical infrastructure, measurement methodology, implementation considerations, and strategic applications of the Kochava-Samba TV partnership.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Technical Infrastructure & Data Collection<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How does Samba TV collect ACR (Automatic Content Recognition) data?”][vc_column_text css=”” text_direction=”default”]Samba TV collects ACR data by passively monitoring viewership across millions of smart TVs for which users give consent during setup. This process captures second-by-second, household-level exposure to everything viewed on the television, including both linear TV and streaming content from over 300 apps. The data covers more than 2,000 networks across all 210 U.S. DMAs and is also operational in nine countries worldwide.[\/vc_column_text][\/toggle][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How do you aggregate signals from streaming\/CTV vs. linear TV to track users across both ecosystems?”][vc_column_text css=”” text_direction=”default”]An advanced identity graph brings together data from across the fragmented TV ecosystem. It combines Samba TV\u2019s linear playlogs and ACR data with digital ad and conversion signals from CTV, mobile, and web. This allows the system to track users across TV sets and devices within a household and segment audiences into distinct groups: linear-only, CTV-only, or both.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Linear TV + CTV Measurement Methodology<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How do you measure and optimize incremental reach across linear TV and CTV without double-counting audiences?”][vc_column_text css=”” text_direction=”default”]We use a unified measurement solution that applies the same methodology to both linear and CTV data. The identity graph helps reveal audience overlap, while deduplication\u2014using \u201cimpression windowing\u201d\u2014ensures that rapid-fire exposures are counted accurately, avoiding inflated reach and frequency metrics. By analyzing separate audience cohorts (linear-only, CTV-only, or both), we can pinpoint each segment\u2019s unique performance and true incremental reach.[\/vc_column_text][\/toggle][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”What methodology do you use for brand lift measurement?”][vc_column_text css=”” text_direction=”default”]We use synthetic control groups across both linear and CTV environments. After a campaign, we build an unexposed group that\u2019s matched to the exposed group based on factors such as historical activity, device type, and demographics. This approach helps control for seasonality and other media exposure. Machine learning further adjusts the groups to correct for preexisting differences, ensuring that our lift measurement reflects the true impact of the ad campaign.[\/vc_column_text][\/toggle][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How can advertisers build attribution models connecting brand campaigns to business outcomes?”][vc_column_text css=”” text_direction=”default”]Advertisers should use a unified attribution framework that applies the same methodology to both linear and CTV. By using synthetic control groups, we can isolate the impact of media from other factors, making it possible to compare metrics including lift, reach, frequency, and ROI consistently across channels. This approach connects campaign exposure directly to real business results.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Metrics & KPIs<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”What specific metrics and KPIs are being measured, and which technology partners enable this measurement?”][vc_column_text css=”” text_direction=”default”]Kochava and Samba TV\u2019s partnership enables full-funnel outcomes reporting, linking TV impressions to business outcomes.\r\n\r\nWe can measure all of these:\r\n
\r\n \t
Reporting & Optimization<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How quickly can brands access performance data, and how does this reporting speed help optimize campaigns?”][vc_column_text css=”” text_direction=”default”]Performance data is available within 48 to 72 hours through daily dashboards and analytic summaries. This near real-time reporting allows brands to adapt campaigns midflight\u2014reallocating budgets quickly and maximizing ad spend efficiency, a major improvement over traditional linear measurement cycles.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Business Outcomes & ROI<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How are leading brands connecting performance metrics from linear and CTV to demonstrate true business ROI beyond media efficiency metrics?”][vc_column_text css=”” text_direction=”default”]Leading brands use unified measurement to link every TV impression\u2014across linear and CTV\u2014to business outcomes like sales, app installs, and store visits. Our granular reporting shows which networks, programs, dayparts, and creative variations deliver the strongest results. Brands can then optimize for real business value, not just media efficiency metrics like GRPs.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Budget Allocation & Strategy<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How should advertisers balance budget allocation between performance marketing and brand marketing using unified measurement?”][vc_column_text css=”” text_direction=”default”]Unified measurement covers both brand awareness (lift, reach) and performance (conversions, ROI) using the same approach, allowing direct comparisons. Brands can experiment with different budget splits and see real-time impact\u2014as in the QSR case, where some placements drove direct response and others built awareness. With reporting within just a few days, it\u2019s possible to rebalance spend mid-campaign, often revealing that linear TV performs better for direct response than you might expect.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Competitive Differentiation<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How does this approach differ from what Nielsen or other traditional TV measurement providers offer?”][vc_column_text css=”” text_direction=”default”]Unlike traditional options like Nielsen, we move beyond broad averages or limited segmentation. Our approach delivers granular, full-funnel outcomes reporting, letting you directly compare linear and CTV using a unified methodology. Plus, you get results within a few days, not weeks as with traditional linear measurement.[\/vc_column_text][\/toggle][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”How does unified TV measurement compete for advertising dollars against social platforms that have first-party logged-in user data?”][vc_column_text css=”” text_direction=”default”]Unified TV measurement brings advantages like household-level targeting across 50+ million TVs, premium high-attention inventory, and cross-channel attribution tying TV exposure to mobile, web, or in-store actions. Fraud rates are lower than social feeds, and you get digital-like performance metrics for TV\u2014making it possible to allocate spend based on genuine results, not just where measuring happens to be easier.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Privacy & Compliance<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”What privacy and compliance measures does your solution employ?”][vc_column_text css=”” text_direction=”default”]Our approach is privacy-first: Devices are grouped into privacy-safe clusters, not tracked individually, so data remains accurate but not personally identifiable. We comply with all relevant regulations (GDPR, CCPA). Samba TV collects ACR data only from smart TVs where users have given consent during setup, and all data is encrypted using industry-standard protocols.[\/vc_column_text][\/toggle][\/toggles][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” top_padding=”25″ text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n
Getting Started & Implementation<\/h3>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][toggles style=”minimal”][toggle color=”Default” heading_tag=”h3″ heading_tag_functionality=”default” title=”What does a typical implementation timeline look like for brands wanting to get started with unified linear and CTV measurement?”][vc_column_text css=”” text_direction=”default”]For existing Kochava clients, setup usually takes just a few days since it uses existing SDKs.\r\n\r\nNew clients can expect:\r\n
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The Path Forward<\/h2>\r\nThe Kochava-Samba TV partnership delivers methodological consistency across environments that have historically resisted comparison. By applying a single measurement standard across platforms, the partnership skillfully turns TV from a branding blind spot into an accountable performance channel\u2014letting marketers connect TV exposure to real business results.\r\n\r\nFor brands navigating the linear-to-multi-platform transition, this provides the missing compass\u2014revealing not just where impressions are delivered, but which combinations of channels, formats, dayparts, and creative variants drive outcomes.\r\n\r\nThe measurement infrastructure now exists. Now it\u2019s all about execution.\r\n\r\nReady to move beyond TV measurement silos?<\/strong> Kochava Foundry can walk your team through unified attribution for linear TV, CTV, and digital channels. Request a free consultation<\/a>.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"