Publicis Groupe’s Epsilon struck a deal with Samba TV to integrate its over-the-top and linear TV viewing data into its customer identity database for client media planning and buying in TV, connected TV and digital media.

The deal is the second Samba TV has reached with an agency group following a partnership with Havas announced last year, and the first since Samba agreed to divest its ad-selling business to focus solely on measurement and sidestep conflict-of-interest concerns.

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The deal will let Epsilon clients access Samba TV’s data to build, model and buy against custom behavioral TV audiences in a variety of entertainment and gaming buys across more than three dozen Samba publishing partners—including Spotify, Facebook and Twitter—or in Epsilon’s own media offerings. Samba also allows for targeting within addressable streaming and linear TV.

Samba describes its targeting as “anti-walled garden” and draws on viewership data from 10 TV manufacturers in the U.S. and 24 globally.

“Our partnership with Samba TV provides us with extremely accurate insights into the viewing behaviors of people across the U.S., including a wide array of streaming app and program level data they are able to capture—including all of the major U.S. streamers,” Kate Sirkin, exec VP of global data partnerships at Epsilon, said in a statement. “Samba TV’s ability to deliver a granular look at the OTT viewing behavior across the streaming platforms provides our clients a deeper understanding of their customers.”