Samba Taps ID Graph for New 'Project Gravity' Platform

Media intelligence provider Samba TV has launched a platform called 'Project Gravity,' which matches digital profiles to off-line consumer data from sources such as email lists, to allow ad targeting.

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. Last month it announced a new partnership focused on CTV targeting, with TiVo Ads, part of entertainment tech firm Xperi.

The new platform matches advertisers' first-party data against Samba's Identity Graph, and it is then assigned an identifier, which can be used to target ads in more than forty major ad platforms, including DSPs, SSPs and walled gardens. This identity resolution can be used for privacy-safe campaign optimization, suppression, frequency capping and audience expansion. Brands have only to upload the customer data once, to Project Gravity, rather than sending it to each different platform.

According to co-founder and CEO Ashwin Navin (pictured), 'Samba developed its own data onboarding because our data needed to reach platforms around the world on a real-time basis with a high degree of accuracy for identity resolution. We couldn't find a solution, so we built it. Samba has been also sharing it with some of the largest agencies and data owners, and we are now investing more aggressively in it to accelerate the evolution of agentic AI.'

Web site: www.samba.tv .