Samba TV

Ad dollars are moving into AI platforms before anyone can prove they work. Sound familiar? OpenAI hit $100M in annualized ad revenue in six weeks. 600+ advertisers in the US pilot. CPMs running at $60 with no accepted measurement framework. This isn't a new pattern. CTV went through it five years ago. Retail media went through it three years ago. Every time a new channel emerges, spend outruns accountability. The difference now is that TV, CTV, and streaming have matured. Brands can verify real reach and frequency across 120M+ households using first-party viewing data, not modeled estimates. When part of your media plan moves into channels you can't measure yet, the smartest move is to tighten measurement on the channels you can. That's where Samba lives: real behavior, real outcomes, across every screen in the living room and every page on the web. The new channel gets the headlines. The measurable channel is where you prove ROI. #AIAdvertising #MediaMeasurement #Samba #TVAdvertising #CTV #AdTech #StreamingAds #CrossPlatformMeasurement #MediaAccountability #AdvertisingData

The average media company spends $2 billion in content for every 1% of TV time. That ratio alone should reshape how every brand thinks about attention. We saw the content spend against share of TV time across 10 major media companies and the spread is staggering. YouTube and Fox convert each percentage point of TV time at roughly $1 billion. Netflix, Paramount, and Warner Bros. Discovery sit at $2 billion. Disney spends $3 billion. Amazon and Comcast land at $5 billion each. Then there's Apple: $20 billion per 1% of share. More spend does not guarantee more attention. The companies winning the attention economy are the ones who understand where their audiences actually are, not just how much content they can produce. That distinction matters for every advertiser allocating budget across these platforms. The real question isn't how much content exists. It's how efficiently that content captures time. #MediaIntelligence #TVData #ContentSpend #AttentionEconomy #Streaming #Advertising #MediaStrategy

1.5 billion people. 40+ countries. One source of truth. Samba is back in Cannes this June and we'd love to see you there! Book time with our team to learn how Samba is empowering human creativity with agentic AI and deterministic data, surfacing real signals beyond demographic proxies. Join us all week at the Samba Media Intelligence Lounge for daily happy hours, thought leadership, and VIP experiences. Spots for dinners and exclusive excursions are limited. DM us or book here: https://hubs.ly/Q04fGZ_60 #Cannes2026 #MediaIntelligence

Hundreds of billions of TV signals. Trillions of web interactions. 40+ countries. None of it matters if the data sits in silos. The Samba Knowledge Graph doesn't just resolve identity. It models behavior, context, and the relationships between them. That means audiences built from actual cross-platform patterns, not age and gender buckets. Deterministic TV-to-web attribution without cookies. Predictive signals that identify in a privacy-compliant manner a new parent or a prospective homebuyer before they raise their hand. Using Samba’s deterministic data that is unmatched in terms of accuracy and scale, the Samba Knowledge Graph enables training and inference for models that learn from the real interests, behaviors, and purchase intent of more than 1 billion global users. This is the media intelligence layer powering the next generation of Samba AI, RAG-grounded insights, and agentic workflows that act on data autonomously at scale. We wrote the technical white paper on how it all works. Read the blog and download it. Link in the first comment. #MediaIntelligence #KnowledgeGraph #DataScience

We are excited to announce that Samba has promoted Jaya Aswani to Chief Technology Officer and appointed Ramzi Nasr, PhD as Vice President of Engineering. Jaya joined Samba in 2021 with more than a decade of experience in defense and aeronautics engineering. She has held a series of technical program management and product leadership roles across the company and now leads our global engineering, architecture, and data science teams. Ramzi joins from VideoAmp, where he led engineering through significant growth. Before that, he served in data platform leadership at Disney and held roles at comScore. His doctoral research in chemoinformatics and bioinformatics was completed at UC Irvine. These appointments come as advertising enters a new phase. AI agents are querying massive datasets in real time. Platforms need rapid data modeling, seamless workflow orchestration, and the responsiveness customers expect. Samba’s first-party deterministic data sits at the center of that opportunity. Jaya and Ramzi bring the technical depth and operational discipline for Samba to continue building the next industry innovations. #SambaMediaIntelligence #MediaIntelligence #Leadership

Pharma spends more on TV than almost any other category. Then most brands let that signal vanish the moment the campaign moves to digital. Different team. Different data. Different audience. Zero continuity. That's not a media plan. That's two separate campaigns pretending to be one. Our VP of Commercial Partnerships, Scott Nagy, sat down with DeepIntent to unpack what changes when you actually connect TV intelligence to digital activation: → One pharma brand identified 14M households exposed to competitor TV ads but not theirs, then activated digitally against that exact audience → The result: 15% more effective and accurate targeting vs. their previous approach → The shift from "set it and check it later" TV to real-time signals that inform mid-flight optimization The biggest waste in pharma media isn't the spend. It's the awareness you build on TV that never travels anywhere else. Read the full Q&A here: https://hubs.ly/Q04dW--N0 Honest question for the pharma marketers here: are your TV and digital teams actually sharing data, or are they still operating in parallel? #PharmaMarketing #TVData #MediaIntelligence

Samba welcomes Katie Soo to our Board of Directors! Katie is a media, technology, and cultural strategist who has led transformation at HBO Max, Hulu, Warner Bros. Digital Networks, and Dollar Shave Club. She scaled globally recognized franchises and built platforms that changed how audiences engage with content. Why her, and why now: → The media landscape is fracturing across platforms, and advertisers need independent intelligence to navigate it. Katie has built her career understanding exactly this shift. → She has led growth at the intersection of entertainment and consumer behavior for over a decade, from streaming to DTC. → Beyond the boardroom, she serves as Board Chair of Asia Society Southern California, co-founded AWE to advance AAPI women into leadership, and has been recognized by AdAge's 40 Under 40, Goldhouse's A100, and Business Insider's CMOs to Watch. Katie understands culture and knows how to build loyalty across brands with audiences. We're excited to have her guidance as we move deeper into the agentic era. Full announcement: https://lnkd.in/gEYyCBQD #MediaIntelligence

The Hannah Montana 20th Anniversary Special was a case study in how cultural moments activate audiences in ways that catalog streaming of original episodes simply can't. We dug into the viewership data and found that the main age group for legacy Hannah Montana fans, those now in their late 20s and early 30s, were the ones most likely to watch the recent Anniversary Special. They were drawn back by the cultural buzz and chance to reminisce, even if they hadn't been rewatching the original episodes. And after the special aired, there was a massive 10x surge in people going back to watch the original series. Many of them had never streamed it before as an adult. Catalog viewing shows you who's already watching. Cultural moments bring back dormant fans and attract viewers who never watched in the first place. Full analysis by Anusha Mourshed on the Samba TV blog. 👇 https://lnkd.in/e4k5QfPv #SambaTVInsights #SambaInsights #SambaAI #StreamingData #TVData

Last week, our Samba Sessions London event brought together leaders from across the UK advertising ecosystem to discuss how data and AI are reshaping media intelligence, how the smartest brands are turning insight into impact, what the new data playbook looks like, and how measurement could be reimagined for greater effect. In the packed room of hundreds of attendees, there was a clear collective sense that the industry is more energised than ever to collaborate, innovate, and act — and that the tools, the data, and the partnerships to do it are already here. A huge thank you to our incredible guests, speakers, clients and partners who made the day a success. Here's a glimpse of the day. 🎬 #SambaSessions #MediaIntelligence  Honda, Boots UK, UM Worldwide, dentsu, TikTok, Snap Inc., Index Exchange, The Trade Desk, Vevo, TiVo

Welcome to Samba, Kelly Barrett. 🎉 We are thrilled to announce that Kelly has joined Samba as SVP and Global Head of Product Management. This is a big moment for us. Kelly brings more than 20 years of product leadership in measurement and analytics. She most recently served as SVP of Product Management at Comscore, where she led data infrastructure, identity, governance, and AI enablement. Before that, she shaped go-to-market strategy at Truthset and led product marketing for identity solutions at LiveRamp. Why now? Agentic AI is reshaping how marketers plan, buy, and measure. Much of the industry still depends on probabilistic methodologies with questionable accuracy. Samba is built differently: deterministic, first-party signals from tens of millions of connected TVs and billions of web users across 50+ countries, all feeding the Samba Knowledge Graph. Kelly will lead global product management across our full portfolio of analytics and audience solutions. That is exactly the leadership this moment demands. As Ashwin put it: "No one is better than Kelly for this role, given her experience guiding the industry shift to big data, clean rooms, and cross-platform measurement." And in Kelly's own words: "Samba has built something the industry genuinely needs right now: deterministic media intelligence for more than a billion opted-in users across TV and web." The best is ahead. https://lnkd.in/gHGb6wUn #SambaTV #ProductManagement #Leadership #MediaIntelligence #AdTech