Samba TV unveils Project Gravity
May 26, 2026
Samba TV, a specialist in AI-driven media intelligence, has announced the formation of Project Gravity, an independent platform that provides data onboarding and activation. Project Gravity matches advertisers’ first-party data against Samba’s Identity Graph, which assigns an identifier that is integrated into over 40 of the world’s leading advertising platforms, including DSPs, SSPs, and walled gardens. The platform enables signal monetisation and identity resolution, allowing advertisers to optimise campaigns for targeting, suppression, frequency capping and more in a privacy-compliant manner.
Project Gravity is built for the agentic era of advertising. As advertisers increasingly hand the steering wheel of media buying to AI agents that make thousands of decisions per second, those agents are only as smart as the identity and audience data they can resolve in milliseconds. Project Gravity is engineered for that future from the first line of code: identity resolution at vector-database speed, AI-driven audience modeling that improves as signals evolve.
“Samba developed its own data onboarding because our data needed to reach platforms around the world on a real-time basis with a high degree of accuracy for identity resolution,” said Ashwin Navin, CEO and Co-Founder of Samba TV. “We couldn’t find a solution, so we built it. Samba has been also sharing it with some of the largest agencies and data owners, and we are now investing more aggressively in it to accelerate the evolution of agentic AI.”
Project Gravity is part of Samba’s broader media intelligence platform, which connects insights, measurement, and activation for the world’s largest brands on every major DSP and SSP, linear and streaming TV, audio, and out-of-home. Over a dozen leading agencies and data owners, such as Acxiom, have already been leveraging Project Gravity to model, enrich, and activate their first party data globally.
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