Samba TV has raised $30 million (€26.85m) to develop its audience measurement and analytics from smart TV business. The B round was lead by Union Grove Venture Partners, other participants include Disney, Interpublic Group, MDC Ventures, Time Warner, and A+E Networks.

“Samba is bringing unparalleled transparency into TV audiences through trusted insights and precise targeting across platforms,” said Ashwin Navin, CEO and cofounder of Samba TV.

Samba TV’s household device map contains 66 million devices for 1:1 mapping and more than 1 billion digital devices for programmatic reach.

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