Samba TV, the specialist in AI-driven media intelligence, has announced a partnership with Aquila, a subsidiary of the Association of National Advertisers (ANA), to advance streaming video measurement within Aquila’s cross-media platform initiative. 

This partnership is a step toward building the industry’s first advertiser-owned, independent measurement solution capable of deduplicating reach and frequency across streaming services, linear television, and major digital walled gardens. By integrating Samba TV’s first-party streaming viewership data into Aquila’s privacy-safe, marketer-led framework, the partnership seeks to give advertisers an independent, objective view of their true audience reach across all major digital and television platforms, solving a long-standing challenge of audience fragmentation.

“We are thrilled to join our friends at Aquila, which include some of the largest advertisers and media platforms, to crack the code of cross-platform measurement,” said Samba TV CEO and Co-founder Ashwin Navin. “Advertisers can no longer afford to measure media with currencies that treat streaming and digital as an afterthought to linear TV in their methodology. A cross-media view with a true streaming signal and collaboration with the biggest digital platforms in the world is a recipe for success. Samba provides a critical piece of the dataset that unlocks a uniquely holistic view that everyone has been waiting for.”

The collaboration will progress through a multi-phase approach. The first phase, beginning in Q4 2025, focuses on data ingestion and integration. The full solution will provide live, campaign-level measurement capabilities and is expected to be released in the second half of 2026.

“Completing the cross-media measurement puzzle requires a best-in-class partner for every piece of the ecosystem,” added Aquila CEO Bill Tucker. “As we work to ensure Aquila encompasses as many advertisers and streaming platforms as possible, Samba TV was the clear choice to address the complexities of the streaming landscape. Their robust data and privacy-safe methodology are essential to our mission of offering advertisers the first truly deduplicated view of their reach across every major screen, from the smartphone to the living room TV.”

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Tags: Aquila On-Demand, Samba TV