Looking to eliminate any media business conflicts going forward in the measurement space, Samba TV has sold off its media sales unit to MiQ, a programmatic media company, in a multi- year deal.

At the same time, Samba struck a deal with MiQ for its measurement services. Financial terms were not disclosed.

A statement from Samba says the deal strengthens its measurement efforts with media companies “with neutral, unconflicted insight into cross-platform and cross-vendor performance.”

Samba says it has grown at an average annualized rate of more than 40% since 2019.

MiQ says its U.S footprint allows marketers to plan and activate connected campaigns, with viewership data from 60 million devices across 43 million households.

Last year, Samba TV said its guaranteed “incremental” reach effort for TV marketers had attracted a number of Fortune 100 companies. “Traditional legacy, linear TV marketers have been plagued with lower reach, with many increasingly looking to find it in other ways to make up for that decline, through connected TV premium streaming platforms (in part owned by legacy media owners) as well as other digital media platforms.”

Looking to eliminate any future media-business conflicts in the measurement space, Samba TV has sold off its media-sales unit to programmatic media firm MiQ in a multiyear deal. At the same time, Samba struck a deal with MiQ for its measurement services.