Data and measurement firm Samba TV is offloading its media sales business to UK firm MiQ in order to clarify its strategic focus at a time when Nielsen’s struggles have opened the door to new competitors.
The companies have reached a multi-year commercial partnership, which will see them continue to work together, but MiQ will directly run the sales operations that used to be part of Samba.
No employees will be laid off as a result of the transaction, and both companies are expecting to continue to grow their respective workforces at a double-digit clip this year as money continues to flow into streaming advertising.
Estimates vary as to the exact amount of streaming ad spending, but it’s a growing chunk of the video total, and new vehicles like Disney and Netflix’s ad-supported tiers have arrived to try to harvest some of the billions.
Read more on deadline.com
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