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 […]
Samba TV, a specialist in AI-driven media intelligence, and Index Exchange (Index), one of the world’s largest independent advertising supply-side platforms, have announced a new global partnership that brings Samba TV’s behavioural and contextual signals together with Index’s scaled inventory, powering a curated media marketplace live in more than 50 countries around the world. Through […]
Samba TV has released its State of Streaming: UK Q4 2025 report. The data spotlights a maturing UK streaming market defined by genre loyalty and careful content curation, both from platforms and from budget-conscious households. Over half of UK households have fewer than three streaming subscriptions, according to the report. UK households demonstrate selective subscription behaviour, […]
Samba TV, a specialist in AI-driven media intelligence, has released its 2025 US State of Streaming report that reveals a major turning point in American viewing habits as streaming now accounts for 60 per cent of all TV time, surpassing linear TV as the nation’s primary way to watch. Viewer preference for streaming continues to […]
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 […]
A consortium of companies across the advertising ecosystem have announced the launch of Ad Context Protocol (AdCP), an open standard that enables AI agents to communicate directly across advertising platforms. The founding members include Optable, PubMatic, Scope3, Swivel, and Triton Digital, along with supporting members such as Classify, The Weather Company, Butler/Till, Raptive, Samba TV, Newton […]
Samba TV, a specialist in AI-driven media intelligence, has announced its partnership with MediaTek, a supplier of smart TV chipsets, to launch Samba AI with MiraAware, an edge-based AI solution that brings real-time, contextual intelligence directly to connected TVs (CTV). The new technology gives TV manufacturers, platforms, and advertisers real-time, privacy-safe intelligence about what’s happening […]
Samba TV, a specialist in AI-driven media intelligence, has released its H1 2025 State of Advertising report revealing a clear signal of advertiser strength in the US with 68 per cent of the top 100 advertisers increasing their TV spend in the first half of the year, a clear sign of renewed confidence and momentum […]
Samba TV, a specialist in AI-driven media intelligence, has announced a strategic partnership with Kochava, the omnichannel measurement and attribution company. This new collaboration aims to solve one of the industry’s most persistent challenges: having always-on, consistently measured performance across both TV and digital platforms at scale. Marrying Samba TV’s first-party viewership data with Kochava’s […]
Samba TV, a provider of AI-driven media intelligence, has released its 2025 State of Diversity on TV report, offering a view of the representation gaps still plaguing the television and advertising industries. The report reveals a concerning 5 per cent year-over-year decline in non-white cast members in top television programming, along with stark under-representation of […]