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Liberty butters up Samba TV with $7.5m, prepares for TV data overhaul

How can a major cable company pump up revenues for a steadily weakening pay TV business, with minimal capex and a rapid time to market? Almost every video technology vendor in the market will raise a hand, but Liberty Global provided one of many answers for us this week – dropping a $7.5 million investment in TV data outfit Samba TV. Samba TV could be exactly what Liberty Global needs to boost operations across its 12 European countries, aggregating consumer viewing and purchasing habits then gearing the data towards targeted TV campaigns for programmatic advertising. Liberty could wrap its VoD assets with targeted ads, selling them programmatically to the highest bidders, before taking the bigger step of putting viewer data…

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