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Introducing Samba: Media Intelligence Powering the AI Era
We have some exciting news: Samba TV has officially changed its name to Samba.
The name reflects what we've become: the global leader in media intelligence. Samba has unique, first-party deterministic data to understand what your customers are reading online, watching on streaming, and engaging with across every screen, and then helps you adjust your campaigns to win attention in real time.
Why Now?
The advertising industry is at an inflection point. AI agents are changing not just how campaigns get executed, but how they get planned and measured. Marketers are moving from manually querying dashboards to letting intelligent agents make decisions on their behalf: querying massive datasets, allocating budgets, optimizing in real time.
That's genuinely exciting. But here's the thing: AI is only as good as the data it's trained on and the signals it can access. Feed an agent bad data, and you get bad decisions.
That's exactly the problem our media intelligence is built to solve.
One Truth Across Every Screen
Over the past several years, we've pushed well beyond TV. Through acquisitions and continuous innovation, we've built a platform that understands how audiences behave across streaming, linear TV, and the digital web. Not siloed by channel or walled garden. Not stitched together from probabilistic guesses. One connected, deterministic view.
Here's how it works:
Samba AI contextually analyzes and indexes media across streaming, linear TV, and the digital web, building deep intelligence on content, including what it's about and what it means.
Samba ID connects that content exposure to real people, devices, and households, deterministically, using opted-in first-party data.
Together, they power the Samba Knowledge Graph: 1.5 billion user profiles mapped globally, rich with insights about interests, behaviors, and purchase intent.
When an AI agent needs to know what audiences are actually watching, reading, and engaging with across every screen, it needs the Samba Knowledge Graph. In a media landscape full of approximations and black boxes, we've always been committed to accurate data you can actually stand behind.
What This Means If You're a Marketer
Whether you're running a direct-response campaign or building long-term brand equity, Samba helps at every stage:
Planning: Know where audiences are in their customer journey, and where they're spending their attention.
Targeting: Use comprehensive media intelligence to reach the right audiences across streaming, broadcast, and the digital web, with the identity backbone to make it precise.
Measurement: Independent analytics to understand performance across platforms, covering all phases of the marketing funnel including what actually drove outcomes.
Your Partner for the Agentic Future
As agentic workflows become part of your team's toolkit, Samba's media intelligence is built to be queried by those agents: structured, reliable, and ready for the AI era.
If you've worked with us as Samba TV, you know what we're about: actionable insights, accurate targeting, and a genuine desire to help you make smarter decisions. That doesn't change.
We're Samba now. And we're just getting started.
Jim Tarr
VP of Marketing
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