Samba TV

We spend a lot of time talking about the streaming vs. linear debate. But EMARKETER's latest data suggests we should be talking about something else entirely: how to make fragmented media work harder. CTV ad spend will pass linear by 2027. By 2029, streaming will command $53.42B compared to linear's $35.46B. The money is moving. That part is settled. The harder question is what comes after the shift. → Advertisers are already spreading budgets across multiple streaming platforms → Bigger brands are committing more aggressively to the channel → Fast-moving categories like retail and financial services are leading the charge But multiplatform investment only works if you can connect the dots across all of it. The fragmentation challenge doesn't go away when budgets move to CTV. It gets more complex. That's the conversation we think the industry needs to have right now. What's the biggest measurement challenge your team faces in a CTV-heavy media plan? Drop your take below. We're listening. #MediaPlanning #CTVStrategy #ConvergedTV

Netflix is the only major streaming platform where ad-free subscribers outnumber ad-supported ones. According to a new survey of 1,000 US adults by All About Cookies, 52% of Netflix subscribers pay for the ad-free tier. Every other platform skews the opposite direction, and the gap widens fast. Paramount+ sits at 85% ad-supported. Peacock at 80%. Prime Video at 76%. The pattern raises a pointed question about where the ad-supported ceiling actually sits. Three out of four viewers say there are too many ads on streaming. More than half have considered cancelling because of them. And when ads do run, 74% of viewers reach for their phones. For brands spending against these audiences, the math matters. Attention is not the same as exposure. The platforms with the largest ad-supported bases may also be the ones where viewers are least engaged with the ad experience itself. That gap between "ad-served" and "ad-seen" is exactly what measurement was built to close. #StreamingAds #AdSupported #CTVAdvertising #MediaIntelligence #StreamingData #TVMeasurement #AdTech

We are excited to announce the release of Project Gravity: an independent data activation platform built for the future. Here's what it does: → Onboards advertisers' and data owners' first-party data → Resolves it against the Samba Knowledge Graph → Distributes a single deterministic identifier to 40+ advertising platforms including Google DV360, The Trade Desk, Meta, TikTok, Amazon, Magnite, PubMatic, OpenX, Index Exchange, and more One source of truth. Vector-based audience modeling that improves as signals evolve. Identity resolution at vector-database speed. And critically: Project Gravity is unaffiliated with any media inventory. It makes your data work harder wherever you buy. Over a dozen advertisers and data owners, including Acxiom, are already activating with it globally. Read the full announcement in the first comment.

Some of the best conversations in entertainment marketing happen when the right people are in the room. Next Thursday, May 28, Samba's Alyson Sprague Shields is joining an incredible lineup at ThinkLA's sold-out Entertainment Brunch to talk about what's next for audience measurement in a fragmented media world. We're looking forward to connecting with entertainment marketers, publishers, and platforms who are ready to rethink how they reach and measure audiences across every screen. See you there? Event details in the first comment. #ThinkLA #EntertainmentMarketing #MediaMeasurement

Ad dollars are moving into AI platforms before anyone can prove they work. Sound familiar? OpenAI hit $100M in annualized ad revenue in six weeks. 600+ advertisers in the US pilot. CPMs running at $60 with no accepted measurement framework. This isn't a new pattern. CTV went through it five years ago. Retail media went through it three years ago. Every time a new channel emerges, spend outruns accountability. The difference now is that TV, CTV, and streaming have matured. Brands can verify real reach and frequency across 120M+ households using first-party viewing data, not modeled estimates. When part of your media plan moves into channels you can't measure yet, the smartest move is to tighten measurement on the channels you can. That's where Samba lives: real behavior, real outcomes, across every screen in the living room and every page on the web. The new channel gets the headlines. The measurable channel is where you prove ROI. #AIAdvertising #MediaMeasurement #Samba #TVAdvertising #CTV #AdTech #StreamingAds #CrossPlatformMeasurement #MediaAccountability #AdvertisingData

The average media company spends $2 billion in content for every 1% of TV time. That ratio alone should reshape how every brand thinks about attention. We saw the content spend against share of TV time across 10 major media companies and the spread is staggering. YouTube and Fox convert each percentage point of TV time at roughly $1 billion. Netflix, Paramount, and Warner Bros. Discovery sit at $2 billion. Disney spends $3 billion. Amazon and Comcast land at $5 billion each. Then there's Apple: $20 billion per 1% of share. More spend does not guarantee more attention. The companies winning the attention economy are the ones who understand where their audiences actually are, not just how much content they can produce. That distinction matters for every advertiser allocating budget across these platforms. The real question isn't how much content exists. It's how efficiently that content captures time. #MediaIntelligence #TVData #ContentSpend #AttentionEconomy #Streaming #Advertising #MediaStrategy

1.5 billion people. 40+ countries. One source of truth. Samba is back in Cannes this June and we'd love to see you there! Book time with our team to learn how Samba is empowering human creativity with agentic AI and deterministic data, surfacing real signals beyond demographic proxies. Join us all week at the Samba Media Intelligence Lounge for daily happy hours, thought leadership, and VIP experiences. Spots for dinners and exclusive excursions are limited. DM us or book here: https://hubs.ly/Q04fGZ_60 #Cannes2026 #MediaIntelligence

Hundreds of billions of TV signals. Trillions of web interactions. 40+ countries. None of it matters if the data sits in silos. The Samba Knowledge Graph doesn't just resolve identity. It models behavior, context, and the relationships between them. That means audiences built from actual cross-platform patterns, not age and gender buckets. Deterministic TV-to-web attribution without cookies. Predictive signals that identify in a privacy-compliant manner a new parent or a prospective homebuyer before they raise their hand. Using Samba’s deterministic data that is unmatched in terms of accuracy and scale, the Samba Knowledge Graph enables training and inference for models that learn from the real interests, behaviors, and purchase intent of more than 1 billion global users. This is the media intelligence layer powering the next generation of Samba AI, RAG-grounded insights, and agentic workflows that act on data autonomously at scale. We wrote the technical white paper on how it all works. Read the blog and download it. Link in the first comment. #MediaIntelligence #KnowledgeGraph #DataScience

We are excited to announce that Samba has promoted Jaya Aswani to Chief Technology Officer and appointed Ramzi Nasr, PhD as Vice President of Engineering. Jaya joined Samba in 2021 with more than a decade of experience in defense and aeronautics engineering. She has held a series of technical program management and product leadership roles across the company and now leads our global engineering, architecture, and data science teams. Ramzi joins from VideoAmp, where he led engineering through significant growth. Before that, he served in data platform leadership at Disney and held roles at comScore. His doctoral research in chemoinformatics and bioinformatics was completed at UC Irvine. These appointments come as advertising enters a new phase. AI agents are querying massive datasets in real time. Platforms need rapid data modeling, seamless workflow orchestration, and the responsiveness customers expect. Samba’s first-party deterministic data sits at the center of that opportunity. Jaya and Ramzi bring the technical depth and operational discipline for Samba to continue building the next industry innovations. #SambaMediaIntelligence #MediaIntelligence #Leadership

Pharma spends more on TV than almost any other category. Then most brands let that signal vanish the moment the campaign moves to digital. Different team. Different data. Different audience. Zero continuity. That's not a media plan. That's two separate campaigns pretending to be one. Our VP of Commercial Partnerships, Scott Nagy, sat down with DeepIntent to unpack what changes when you actually connect TV intelligence to digital activation: → One pharma brand identified 14M households exposed to competitor TV ads but not theirs, then activated digitally against that exact audience → The result: 15% more effective and accurate targeting vs. their previous approach → The shift from "set it and check it later" TV to real-time signals that inform mid-flight optimization The biggest waste in pharma media isn't the spend. It's the awareness you build on TV that never travels anywhere else. Read the full Q&A here: https://hubs.ly/Q04dW--N0 Honest question for the pharma marketers here: are your TV and digital teams actually sharing data, or are they still operating in parallel? #PharmaMarketing #TVData #MediaIntelligence