Partnership for SambaTV and InfoSum

In the US, media intelligence firm SambaTV has announced a partnership with data collaboration platform InfoSum - recently acquired by WPP - to enhance clients' privacy-first media planning and measurement across markets.

Marcoms giant WPP acquired InfoSum in April, to drive the creation of 'a new generation of AI-enhanced marketing solutions', and added it to its GroupM media investment division, which has since been rebranded as WPP Media.

The deal gives InfoSum clients access to Samba TV's contextual, viewing and behavioral data, in a format ready for AI applications including media planning, journey mapping, contextual targeting, and outcome-based measurement.

The integration is now available to InfoSum and WPP Media clients, initially in Europe, with plans for expansion elsewhere.

Samba TV CEO and co-founder Ashwin Navin says AI in marketing is allowing users 'to extend their brand strategy into the far corners of consumer attention,' and adds: 'Our partnership with InfoSum empowers the world's largest brands to bring their first-party data alongside Samba's proprietary, AI-ready data to achieve a higher degree of relevance, performance, and efficiency.'

InfoSum CEO and WPP Media Chief Solutions Officer Lauren Wetzel (pictured) comments: 'As advertisers demand greater accountability and smarter outcomes, this partnership delivers on the promise of data collaboration without compromise. By combining Samba TV's unparalleled real-time omniscreen insights and comprehensive dataset with InfoSum's privacy-first infrastructure, our clients gain a competitive edge by unlocking faster, safer, and more scalable access to the data they need to fuel next-gen, AI-powered marketing strategies.'

Web sites: www.infosum.com and www.samba.tv .