Samba Hires First of Many for Product and Design

Media intelligence provider Samba TV has appointed former Comscore SVP Kelly Barrett as Senior Vice President of Product Management, with a remit to build the firm's product management and design leadership through multiple hires, as well as recruiting for data science and engineering.

Samba TV provides real-time cross-platform measurement and audience optimization based on first-party data from millions of opted-in connected televisions, plus web data from more than 50 countries. Earlier this month it announced a new partnership focused on CTV targeting, with TiVo Ads, part of entertainment tech firm Xperi.

Barrett (pictured) brings to Samba TV more than two decades of experience in product leadership across measurement and analytics, most recently from Comscore where she was also SVP of Product Management, leading teams responsible for data infrastructure, identity, governance and AI enablement. Earlier she worked at data validation company Truthset, and as Head of Product Marketing for identity solutions at LiveRamp.

In her new role she reports directly to co-founder and CEO Ashwin Navin, and leads global product management across Samba's portfolio of analytics and audience solutions.

The company says this major investment in product and design is being driven by changes in the way marketers plan, buy and measure, driven by agentic AI. Less accurate probabilistic methods are still widely used but are giving way to opted-in deterministic signals, as used in its own Samba Knowledge Graph. This tool enables AI models to train on the real interests, behavior and purchase intent of more than a billion users globally.

Co-founder and CEO Ashwin Navin comments: 'Our industry is rapidly transforming itself with agentic AI at the core and we are thrilled to have Kelly at the helm to shepherd in new approaches to building brands for the 21st century and beyond. No one is better than Kelly for this role, given her experience guiding the industry shift to big data, clean rooms and cross platform measurement.'

The company operates globally with offices in San Francisco, New York, London and other key markets, and is online at www.samba.tv .