TV Insights Provider Samba TV Hires Agency/Brand SVP

Cross-screen television insights and analytics provider Samba TV has appointed former Roku, Amazon, and Google sales leader Tim Natividad as Senior Vice President of Agency and Brand Solutions, to boost the firm's relationship with marketers worldwide.

Samba TV uses data from social media, connected devices and tens of millions of opt-in smart TV households worldwide, to help clients measure television viewing and understand its impact on consumer and purchasing behavior. Cross-platform analytics are drawn from its technology embedded in millions of smart TVs, and it uses panel 'representative of the US population' to measure TV and digital ad exposure for each household.

Natividad (pictured) joins from streaming platform and device specialist Roku, where he served as Head of Advertising Sales, Performance Marketing, having previously been Amazon's Head of Global Search and Performance Advertising Sales. Earlier in his career, he worked for Google - initially as an Analytics Associate, and latterly as Video and Display Brand Lead.

Commenting on the appointment, co-founder and CEO Ashwin Navin said: 'We admire Tim's track record of scaling global technology platforms with win-win relationships that benefit marketers, the platform, and consumers. We look forward to bringing his seasoned leadership and counsel to our agency and brand clients as they navigate the transition from traditional to connected television, with a more scientific approach to advertising.'

Web site: www.samba.tv .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.