Samba TV

Samba TV acquires Gen‑AI startup Bestever

Samba TV, the adtech company known for TV data, device graphing and cross‑device targeting, has acquired Bestever AI, a San Francisco‑based generative AI startup founded in 2023 that builds generative AI applications for marketing and advertising. Bestever’s founder and CEO, Apoorva Govind, and her team will join Samba; Govind will lead AI product strategy at Samba as Director of Product. Samba says it will combine Bestever’s generative planning and creative capabilities with its own data assets — citing a data pool of 1.5 billion opt‑in user profiles and 907 billion monthly data signals — to build so‑called “agentic advertising” features for campaign research, strategy and creative generation. The purchase price was not disclosed.

Walmart to Acquire Vibe.co, Linking Retail Data and CTV

This Week in Review covers multiple industry moves that accelerate CTV, streaming measurement and retail‑media scale. Comcast‑owned Sky reportedly reached terms to buy ITV’s linear and streaming TV business, with ITV Studios set to acquire Sky’s Love Productions. At Cannes, Omnicom unveiled cross‑platform clean‑room capabilities and partnerships with Netflix, Disney Advertising (with Innovid) and Paramount to improve identity, AI creative and sequential ad experiences across CTV. US retailer Walmart agreed to buy French performance CTV ad tech Vibe.co and will integrate it into Walmart Connect; founders Arthur Querou and Franck Tetzlaff are expected to join (reports value the deal around $1.4bn). Other notable items: Samba acquired GenAI ad platform Bestever AI; AppsFlyer raised a $1bn+ round with Moloco, Google, Meta and Unity taking minority stakes. Collectively these deals underscore consolidation of data, measurement and commerce into CTV and streaming advertising stacks.

Google, Meta, Unity Invest in AppsFlyer; TV Brand Integrations

AppsFlyer has agreed a funding deal with Google, Meta, Unity and Moloco in which each investor takes a minority, non-controlling stake. AppsFlyer did not disclose the amount; Axios, citing people familiar with the financing, reported the round exceeds $1 billion and values the company at $2.7 billion — a figure also repeated by Crunchbase referencing Axios. AppsFlyer says investors will not receive preferential access to APIs, measurement signals, attribution logic or commercial terms, and customers will retain control over partner connections and data sharing. The company intends to use the new capital to accelerate AI-driven advertising measurement, cross-platform attribution and agentic workflows. AppsFlyer serves more than 15,000 brands; the transaction provides liquidity to existing shareholders, may include further strategic partners in later closings, and remains subject to typical closing conditions and regulatory approvals.