Samba TV, the global leader in AI-driven media intelligence, today announced that media, technology, and cultural strategist Katie Soo has joined its board of directors. Having served in a variety of recent executive roles, including as COO of Dice, CMO of KiwiCo, and SVP Marketing at HBO Max, Soo has turned her focus to advisory roles across the technology and entertainment industries and will help advise Samba TV's executive leadership as they continue to drive technology innovations that connect advertisers with engaged consumers across all channels.
Samba TV indexes streaming, broadcast, and digital media using opted-in deterministic signals from tens of millions of connected TVs and billions of web users in more than 50 countries.
Samba Knowledge Graph powers training and inference for models using real interests, behaviors, and purchase intent of more than 1 billion global users.
Soo held leadership roles at HBO Max, Warner Bros. Digital Networks, DC Universe, Hulu, and Dollar Shave Club.
Soo led growth of globally recognized brands and franchises including Game of Thrones and Wonder Woman.
Soo is Board Chair of Asia Society Southern California and co-founded AWE (Asian Women Empowered).
Katie has a proven track record building and scaling successful, disruptive companies that sit at the intersection of entertainment, consumer behavior, and community. Throughout her career, she has shown that she understands culture and knows how to connect and build loyalty across a range of brands with audiences. Samba TV is excited to have her guidance as it helps advertisers engage audiences and maximize advertising impact in the agentic era. Throughout Soo's career, she has shaped how modern audiences engage with content, brands, and experiences, including leading transformation and growth initiatives at HBO Max, Warner Bros. Digital Networks, DC Universe, Hulu, and Dollar Shave Club, where she led and scaled growth of globally recognized brands and franchises such as Game of Thrones and Wonder Woman.
Media and advertising are undergoing a major upheaval as agentic AI rapidly transforms how brands will be built in the future. This is happening as the media landscape continues to fracture across many platforms. Media intelligence will become critical to reach consumers who are engaging with media in less predictable ways every day. Samba TV is uniquely positioned to help address the tremendous diversity in the audience and viewing behaviors that make marketing so challenging today. Samba AI indexes streaming, broadcast, and digital media, using opted-in deterministic signals from tens of millions of connected TVs and billions of web users in more than 50 countries, powering the Samba Knowledge Graph for training and inference on real interests, behaviors, and purchase intent of more than 1 billion global users.
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.
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