Samba TV, the global leader in AI-driven media intelligence, and TiVo Ads, part of Xperi Inc., have announced a strategic partnership to enhance connected TV (CTV) advertising across the UK and beyond.
The partnership combines Samba TV’s advanced analytics and audience targeting capabilities with TiVo’s connected TV platform. This integration allows brands and agencies to leverage Samba’s data for precise targeting across TiVo’s premium CTV inventory while maintaining Samba’s neutral and independent position.
“This collaboration strengthens both Samba and TiVo’s ability to deliver powerful, data-driven solutions for advertisers navigating today’s fragmented media landscape. Clients at major media agencies can now leverage Samba data to precisely target specific audiences across TiVo’s premium CTV inventory, while Samba remains a neutral and independent audience intelligence platform without conflict,” said Ashwin Navin, CEO of Samba TV. “As media consumption becomes increasingly fragmented, brands need an independent partner that can measure campaign performance holistically across all channels and vendors. We are doubling down on what the market needs most — trusted, comprehensive data and measurement that gives advertisers a single source of truth across their entire media plan.”
“We are excited to partner with Samba in the UK market combining our valuable and growing CTV inventory with their established managed service advertising business including audience and measurement expertise,” said Matt Milne, President of TiVo Ads. “Together, we can offer brands and agencies a more powerful, data-driven media solution at scale, increasing the value and effectiveness of their CTV advertising efforts.”
Under the agreement, Samba TV will act as the preferred audience, analytics, and data partner to TiVo. This includes providing independent, cross-platform campaign measurement that covers linear TV, CTV, streaming, and digital channels. TiVo will deploy Samba TV as its preferred partner for campaign measurement and audience targeting.
The partnership enables consistent, rigorous measurement across managed media and TiVo’s CTV inventory. Samba TV can focus on its core strengths in analytics and audience intelligence, delivering transparent insights that give advertisers full visibility into performance across every vendor and platform.
About Samba TV
Samba TV is the global leader in AI-driven media intelligence, providing comprehensive analytics, audiences, and measurement to the world’s largest brands, agencies, and media companies. Powered by proprietary first-party data spanning broadcast, linear TV, streaming, and digital platforms, Samba TV delivers independent, cross-platform insights that help advertisers understand and optimize their media investments across every screen and every vendor. The company operates globally with offices in San Francisco, New York, London, and other key markets. For more information, visit samba.tv.
About TiVo
TiVo brings entertainment together, making it easy to find, watch, and enjoy. We serve up the best movies, shows, and videos from across live TV, on-demand, streaming services, and countless apps, helping people watch on their terms. For studios, networks, and advertisers, TiVo targets passionate viewers to increase engagement across all screens. TiVo is a wholly owned subsidiary of Xperi Inc.
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