Skip to content

Extreme Reach’s Video Asset API Helps Streamline Samba TV’s Creative Workflow and Sets Stage for Future of Programmatic TV

Extreme Reach Partners with Samba TV to Seamlessly Connect Ad Content with Deeper analytics and TV Ad Effectiveness

New York, NY —August 26, 2016 — Extreme Reach, the enterprise cloud platform that powers the start-to-finish workflow for brand TV and Video ads, announced today a partnership with Samba TV, the leading provider of real-time TV audiences and media analytics. Samba TV will have access to Extreme Reach’s new Video Asset API, streamlining their creative workflow and connecting ad content with deeper analytics.

Samba TV, will use the Extreme Reach Video Asset API to access advertisers’ commercials at scale and in real-time, eliminating several manual steps in the advertising workflow and ensuring more accuracy in reporting for every advertising asset. Connecting the two platforms with permissions-based access will enable advertisers to see their campaign assets in connection with their analytics, in either platform, without manual data entry. The Video Asset API is also key to supporting Programmatic TV as it becomes more prevalent in the industry.

“Partnering with Samba TV allows our clients to get more advanced commercial monitoring and analytics, while simplifying the process for those that already use both platforms,” said John Roland, Extreme Reach CEO. “We are eager to see our customers utilize our platform to share their video assets with partners in a controlled, talent and rights compliant manner that brings a new and much needed level of efficiency to TV and video advertising.”

“Most of the world’s leading brands use Extreme Reach to manage and deliver their TV spots,” said Ashwin Navin, CEO and co-founder of Samba TV. “And now we have a systematic approach to connect our viewership data and audience attributes with every single spot. Our mutual clients can make data-driven decisions to optimize inventory, vendors and creatives for all of their campaigns.”

The partner agreement formalizes the relationship between the two companies who have been working together on shared clients for some time. Extreme Reach is the market leader in the distribution of TV ads and has over 5,000 advertiser and agency commercials uploaded into its cloud platform on a daily basis. The company is also the leader in Talent & Rights management and has a robust third party video ad server. Samba TV is unique in its ability to identify viewing behavior and provide insights that more easily demonstrate ad engagement and reach for advertisers, across TVs, smartphones, tablets and PCs. Their technology is built directly into millions of smart TVs, set-top boxes, and other connected devices, and through its portfolio of TV platform technologies and applications, enhances the user experience with relevant programming information and other interactive features.

About Extreme Reach
Extreme Reach offers the only enterprise technology designed distinctly to bring together the TV and Video ad workflow and all aspects of Talent & Rights management in a single, easy-to-use cloud platform. One platform and one process make brand advertising easier, and analytics more insightful, with the assurance of rights compliance wherever ads play. Founded in 2008, Extreme Reach proudly serves the world’s biggest brands, agencies, post-production houses, all media destinations, and the talent community, altogether simplifying the process for every team that touches an ad campaign from start to finish.

Headquartered in Needham, MA, Extreme Reach has offices in 21 cities worldwide. For more information, visit

About Samba TV
Samba TV is a cross-platform media and analytics company that provides a real time understanding of TV viewership – and its impact on consumer behavior and purchase – as it truly is.

Using Samba TV’s single source TV viewership data, brands and media companies gain a holistic view of content and advertising consumption across broadcast and cable TV, OTT, apps and digital.  Brands can chart the complete consumer path to purchase, from TV exposure to online engagement and even offline behavior with Samba TV’s real time, second by second, cross platform analytics. Using a nationwide, census like panel, one of the largest in the industry and that is representative of the U.S. population, Samba TV’s first party data can measure TV and digital ad exposure over time for the same household. Samba TV’s proprietary household device map totals more than 180 million devices, including smart TVs, set top boxes and connected devices.  For more information, please visit or follow @samba_tv on Twitter.