Samba TV and TiVo have formed a strategic partnership aimed at strengthening connected TV advertising in the UK, combining Samba’s audience intelligence and analytics capabilities with TiVo’s CTV inventory.
The agreement, which took effect on April 1, positions TiVo as a preferred managed service advertising partner for Samba, while Samba becomes a preferred analytics partner to Xperi, TiVo’s parent company.
Under the partnership, TiVo will integrate its owned and operated ad inventory with Samba’s data and analytics tools to offer brands and agencies enhanced audience targeting and campaign measurement. The initial focus is on the UK, with the companies indicating the relationship has wider global potential.
Ashwin Navin, CEO of Samba TV, said the collaboration would help advertisers navigate an increasingly fragmented media market by giving them access to independent cross-platform measurement and more precise audience targeting across TiVo’s premium CTV inventory.
Matt Milne, president of TiVo Ads, added the deal combines TiVo’s growing connected TV footprint with Samba’s audience and measurement expertise to create a more scalable and data-driven solution for advertisers in the UK market.
Samba said it will provide campaign measurement spanning linear TV, connected TV, streaming and digital channels, giving advertisers a unified view of performance across platforms and vendors. TiVo, meanwhile, will use Samba as its preferred partner for campaign measurement and audience targeting across managed media campaigns and its own CTV estate.
The deal also allows Samba to focus on its core analytics and audience intelligence business, while TiVo strengthens the value of its advertising proposition for agencies and brands seeking greater transparency and consistency in campaign reporting.
