Samba TV

Samba TV operates a B2B adtech business built around proprietary TV viewership data and software. It captures and structures first-party TV and streaming signals, links them to cross-device identity and outcome data, and packages this into measurement, attribution, audience intelligence and activation products. Value is created by helping buyers and sellers of media understand exposure, deduplicate audiences, improve targeting and prove campaign effectiveness across linear and digital channels.

Samba TV is a private US adtech and measurement company that provides cross-platform television, streaming and digital audience intelligence. Its core offering combines first-party TV viewership data, an identity and knowledge graph, and analytics software to help advertisers, agencies, broadcasters and publishers measure campaign reach, frequency, attribution, lift and audience behaviour across linear TV, CTV, OTT and digital environments.

The company makes money primarily through enterprise software subscriptions, data licensing and analytics contracts. Its customers buy access to measurement products, audience data, planning insights and AI-enhanced analytics, with additional commercial value created through integrations with DSPs, CTV platforms and large platform ecosystems. Recent acquisitions suggest a strategy of broadening from TV measurement into identity resolution, data onboarding, contextual targeting and AI-driven analysis.