Samba TV, InfoSum partnership
June 18, 2025
Samba TV, a specialist in AI-driven media intelligence, has announced an international partnership with InfoSum, the data collaboration platform, part of WPP, to enable privacy-forward media planning and measurement across markets.
The partnership brings Samba TV’s media intelligence into the InfoSum ecosystem, unlocking insights for media through a secure, AI-enhanced data infrastructure. InfoSum clients can now leverage Samba TV’s AI-ready contextual, viewership, and behavioural data to power agentic applications of data including media planning, contextual targeting, and outcome-based measurement extending the InfoSum data collaboration platform.
The partnership has already seen early traction with clients who are leveraging Samba TV’s data to inform and optimise media activation strategies to impact sales. The integration is now available to InfoSum and WPP Media clients globally, with initial rollout focused on Europe and expansion planned across additional markets.
“With the number of optimization decisions growing exponentially as consumer media platforms proliferate across many screens, AI is an important technology in the marketer’s playbook to extend their brand strategy into the far corners of consumer attention,” said Samba TV CEO and Co-founder Ashwin Navin. “Our partnership with InfoSum empowers the world’s largest brands to bring their first-party data alongside Samba’s proprietary, AI-ready data to achieve a higher degree of relevance, performance, and efficiency.”
“As advertisers demand greater accountability and smarter outcomes, this partnership delivers on the promise of data collaboration without compromise,” added InfoSum CEO and WPP Media Chief Solutions Officer Lauren Wetzel. “By combining Samba TV’s unparalleled real-time omniscreen insights and comprehensive dataset with InfoSum’s privacy-first infrastructure, our clients gain a competitive edge by unlocking faster, safer, and more scalable access to the data they need to fuel next-gen, AI-powered marketing strategies.”
This collaboration comes on the heels of WPP’s acquisition of InfoSum in April 2025. Now operating within WPP Media, InfoSum strengthens the group’s AI-driven data capabilities and provides clients with a robust infrastructure to unlock the full value of their first-party data.
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