Subjective partners with Samba TV
January 7, 2026
Subjective, the AI-native curation platform transforming how agencies and brands activate connected TV (CTV), has announced a new partnership with Samba TV, a specialist in AI-driven media intelligence, to power its real-time decisioning engine, Ethos, with Samba’s proprietary media intelligence. This collaboration enables advertisers to turn unstructured inputs, like campaign briefs and creative assets, into real-time, biddable inventory packages across the CTV ecosystem.
Samba Media Intelligence powers Subjective’s Ethos engine by combining Samba’s viewership data with Subjective’s large language model (LLM)-based intelligence and AI-native infrastructure. The result is a fully transparent, real-time curation platform capable of millions of decisions per second, expanding inventory scale and campaign effectiveness for advertisers in industries such as CPG, automotive, entertainment, and financial services.
Samba’s cross-platform real-time audience insights enable Subjective to deliver predictive audiences and contextual relevance, directly within buyers’ existing workflows. Together, the companies are reshaping how media is curated and activated across every screen.
“Subjective represents a new generation of adtech platforms built on AI-native architecture. Data collaboration with Samba demonstrates what’s possible when real-time behavioral data fuels media decisioning,” said Ashwin Navin, Co-Founder & CEO of Samba TV.
“Ethos was built to translate human intent into machine-speed decisions. Samba TV’s real-time media intelligence adds a critical signal layer that allows our AI to curate, predict, and activate CTV inventory in ways that simply weren’t possible before. Together, we’re enabling advertisers to move from static planning to dynamic, real-time execution—turning briefs and creative into actionable media with unprecedented speed, scale, and transparency.”, said Lindsay Silver, Co-Founder & CEO of Subjective.
Jason Schmidt, Vice President, Global Head of Commercial Data at Condé Nast, added: “Bringing real-time behavioral intelligence into premium CTV environments is exactly where the industry needs to go. With Subjective and Samba TV, brands now have a way to activate campaigns at the speed of culture, without compromising on data quality or strategic control. This is a clear step toward a more intelligent, agile future for media buying.”
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