MDC's Assembly Media-Agency Group Invests in Ad Tech Firm Samba TV

Deal Yields Early Previews of New Products

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MDC media agency network Assembly has invested hundreds of thousands of dollars in ad tech and measurement company Samba TV, said Assembly CEO Martin Cass.

The seven-year-old ad tech company serves digital ads across screens based on data it gleans from an IP address that might power several devices in a household. The company then melds data from online, mobile and digital TV viewing together into a single metric.

As part of the investment deal, MDC will have an exclusive six-week preview of any new product Samba co-creates with MDC.

The investment supports the growth of the relatively young data and measurement company, said Mr. Cass. For the agency, it also secures "favorable rates on buying data."

"We think the Samba TV technology is a game changer for retail and commerce clients focused on cross-screen attribution, CPG clients who are continually striving for increased transparency into the relationship between TV impact and lift at point of sale, or entertainment clients who are focused on better understanding how promotional spots translate directly into the tune-in ratings powering their business model," Mr. Cass said in a statement.

Samba also recently secured an investment from holding company Interpublic Group of Cos.

The company has software applications embedded in 30 million screens in 118 countries, according to a statement.

"We are excited to have MDC Partners, Assembly and their clients as early adopters of our attribution platform, working with us to shape the future of data-driven advertising across all screens, from desktop to mobile to linear television," said Ashwin Navin, CEO and co-founder of Samba TV, in the statement.. Mr. Navin is the former president of BitTorrent.

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CORRECTION: An earlier version of this article said MDC will have an exclusive six-week preview of any new Samba product; MDC will only have that exclusivity on products it co-creates with Samba.

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