Samba, TiVo kick off ad partnership in UK
April 7, 2026
Samba TV, the AI-driven media intelligence company, and TiVo Ads, a part of entertainment technology company Xperi, have announced a strategic partnership that integrates Samba TV’s analytics and audience targeting capabilities with TiVo’s connected TV (CTV) platform across the world, commencing immediately with the UK.
Under the partnership, TiVo will operate as a preferred managed service advertising partner, including integrating its premium owned and operated ad inventory with Samba’s data and analytics to bolster its value to brands and agencies. Samba will serve as a preferred analytics partner to Xperi, providing holistic campaign measurement and audience targeting solutions.
“This collaboration strengthens both Samba and TiVo’s ability to deliver powerful, data-driven solutions for advertisers navigating today’s fragmented media landscape. Clients at major media agencies can now leverage Samba data to precisely target specific audiences across TiVo’s premium CTV inventory, while Samba remains a neutral and independent audience intelligence platform without conflict,” commented Ashwin Navin, CEO of Samba TV. “As media consumption becomes increasingly fragmented, brands need an independent partner that can measure campaign performance holistically across all channels and vendors. We are doubling down on what the market needs most — trusted, comprehensive data and measurement that gives advertisers a single source of truth across their entire media plan.”
“We are excited to partner with Samba in the UK market, combining our valuable and growing CTV inventory with their established managed service advertising business including audience and measurement expertise,” added Matt Milne, President of TiVo Ads. “Together, we can offer brands and agencies a more powerful, data-driven media solution at scale, increasing the value and effectiveness of their CTV advertising efforts.
Key Elements of the Partnership
The partnership establishes a mutually beneficial framework across several dimensions. Samba TV will serve as a preferred audience, analytics, and data partner to TiVo, providing independent, cross-platform campaign measurement that spans linear TV, CTV, streaming, and digital channels. TiVo will deploy Samba TV as its preferred partner for campaign measurement and audience targeting, ensuring that campaigns running across managed media and TiVo’s CTV inventory are measured with the same rigor and transparency that Samba TV delivers globally.
This strategic alignment enables Samba TV to concentrate its resources and innovation on its core strengths in analytics and audience intelligence, delivering independent measurement that gives advertisers full visibility into campaign performance across every vendor and platform. The partnership is effective immediately.