Samba TV Buys GenAI Platform Bestever

In San Francisco, media intelligence firm Samba TV has announced the acquisition of Bestever AI, a GenAI marketing and advertising platform. Financial terms were not disclosed.

Samba's platform unifies TV, web and other media signals into a single view of the consumer journey. Its data comes from 1.5 billion opted-in users globally, providing an objective view of how real people stream video, watch linear TV, research topics online, and behave across screens. The firm says it is now using this data to power 'a true agentic engine for the entire media ecosystem', delivering actionable analytics in real time to optimize campaigns.

Bestever was founded in 2023 by current CEO Apoorva Govind (pictured), who had spent more than a decade in engineering leadership at Apple and Uber, observing 'the persistent gap between raw performance signals and creative that drives consumer decisions.' She built Bestever AI to close this gap with technology that 'autonomously researches brands, develops competitive strategy, and generates ad creative driven by real performance data.

Govind, who will now join Samba as Director of Product, leading AI product strategy, comments: 'Samba has something most AI companies can only dream about: a truly independent, deterministic view of how audiences behave across every screen, at massive scale. That is the foundation that makes agentic advertising actually work, and joining Samba means the opportunity to build with the best media intelligence in the industry.'

Ashwin Navin, co-founder and CEO of Samba, adds: 'The next era of advertising belongs to agents that can act on real intelligence to rapidly expand the audiences we can reach, with more personalization, and across many more platforms all at once. Samba has built the platform and the most accurate, deterministic data asset in the industry for over a billion user profiles. Apoorva and her team will focus on our agentic solutions which leverage that media intelligence, leaning into her rare combination of technical depth and product vision.'

Web sites: www.bestever.ai and www.samba.tv .