Analytics Partnership for TiVo and Samba TV

Media intelligence provider Samba TV has a new partnership with TiVo Ads, part of entertainment tech firm Xperi, integrating the former's analytics and audience targeting capabilities the latter's global CTV platform. Starting in the UK, the integration will then roll out across the world.

The deal sees TiVo integrating its premium owned and operated ad inventory with Samba's data and analytics; while Samba will serve as a preferred analytics partner to Xperi, providing independent, cross-platform campaign measurement that spans linear TV, CTV, streaming, and digital channels.

Samba CEO Ashwin Navin (pictured) says the deal 'strengthens both Samba and TiVo's ability to deliver powerful, data-driven solutions for advertisers navigating today's fragmented media landscape,' and stresses that Samba 'remains a neutral and independent audience intelligence platform without conflict.' Matt Milne, President of TiVo Ads, comments: 'We are excited to partner with Samba in the UK market, combining our valuable and growing CTV inventory with their established managed service advertising business including audience and measurement expertise. Together, we can offer brands and agencies a more powerful, data-driven media solution at scale, increasing the value and effectiveness of their CTV advertising efforts.'

Web sites are at www.samba.com and www.tivo.com .