Cint, the global technology pioneer in continuous research and media measurement, announced a major expansion of its strategic integration with global media intelligence leader Samba. Through the upgraded integration, global advertisers can now leverage Samba’s deterministic television exposure data directly within Cint’s Lucid Measurement platform to quantify campaign brand lift across multiple international territories.
The expanded integration unlocks independent, third-party media measurement for linear TV campaigns across key global markets—including Australia, Canada, France, Germany, Italy, and Spain-building upon the partnership’s existing footprint in the United States and the United Kingdom. By connecting Samba’s deterministic, household-level TV ad exposure signals with active survey respondents across Cint’s global research marketplace, Lucid Measurement allows marketing teams to evaluate how combined linear and streaming TV exposure drives core brand metrics while campaigns remain live and in-flight.
Streamlining Cross-Platform Campaign Analytics at Global Scale
With today’s media plans getting more and more globalized and multi-channel, it is imperative for enterprise advertisers to have measurement tools that cater to their buying and optimizing needs of the present time. The increased collaboration allows brand marketers to track brand lift for linear TV, CTV, streaming platforms, and digital mediums through a single measurement dashboard.
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“Advertisers everywhere need trusted, timely data to understand how their investments are shaping consumer perceptions,” said Kathryn Failon, VP of Measurement for Cint. “By expanding our partnership with Samba, we are helping global advertisers better understand the impact of cross-platform campaigns that include linear TV, streaming, and digital. With Lucid Measurement, brands can see what is driving lift while campaigns are still live and use those insights to make smarter optimization decisions.”
Global Reach Meets Precision Audience Recruitment
The Samba integration forms a core pillar of Cint’s continuous investment in enterprise-grade global media analytics. Today, the Lucid Measurement platform enables advertisers to deploy in-flight brand lift studies across 35 international markets in 20 distinct languages, backed by actionable, intuitive reporting interfaces.
To support this geographic presence, Cint has also improved its targeted recruiting mechanics for the global market, providing researchers and brand managers with fine-tuned ability to sample surveys based on age, gender, and geographic location so that they match the campaign target audience.
“What separates Samba from others is that our data accurately shows that we operate in a different paradigm of consumer behavior. Advertisers trust that Samba is truthful and accurately quantifies viewing behavior across screens and platforms,” said Jaya Aswani, CTO at Samba. “We are happy that Cint has chosen Samba’s first-party, deterministic household viewership data to expand their brand lift measurement so brands can see what media is driving brand lift while a campaign is still in flight. This expansion brings that same accurate, real-time measurement to more markets around the world.”
Core Platform Highlights for Global Advertisers:
- Deterministic TV Exposure Data: Leverages first-party, household-level viewership data to eliminate reliance on probabilistic modeling.
- In-Flight Campaign Optimization: Delivers real-time brand lift metrics (awareness, consideration, intent) while media spend is actively deploying.
- Unified Cross-Media Benchmarking: Harmonizes linear TV, CTV, and digital campaign metrics within a single research ecosystem.
- Expanded International Footprint: Adds full TV campaign coverage across Australia, Canada, France, Germany, Italy, and Spain alongside the US and UK.