Samba TV, a leader in AI-powered media intelligence, has joined forces with Kochava, a top omnichannel measurement and attribution firm, to introduce a groundbreaking unified cross-platform TV measurement solution. This partnership addresses a longstanding industry challenge by enabling advertisers and marketers to achieve continuous, reliable performance measurement across linear TV, connected TV (CTV), and digital platforms all at scale.
By integrating Samba TV’s extensive first-party viewership data with Kochava’s sophisticated attribution analytics, the collaboration offers a seamless and comprehensive measurement pipeline that caters to both existing clients and new adopters. This unified framework consolidates fragmented data signals into a single, actionable performance overview that links consumer behaviors across household devices and channels, enabling precise attribution throughout the entire customer journey.
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Ashwin Navin, CEO and Co-founder of Samba TV, emphasized the transformative potential of combining these data sets, noting that it allows brands to shift from vague assumptions to data-driven optimization of media platforms crucial to today’s audiences. The solution empowers marketers across various industries to capture the true impact of ad exposure on different screens and formats whether it be increasing ad opt-ins for publishers or driving in-store sales for quick-service restaurants.
Kochava’s CEO and Founder, Charles Manning, highlighted that this partnership extends verified outcomes measurement to linear TV, a segment that has traditionally lacked comprehensive attribution at scale. He explained that the collaboration is about more than data integration it’s about creating a fuller, transparent picture of consumer journeys, helping brands strategically align their spend with outcomes across both TV and digital channels. The partners are laying the foundation for a flexible future-ready measurement framework that adapts to consumer behavior rather than the constraints of specific channels.
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The joint offering enables marketers to analyze household-level exposure frequency, assess effectiveness by region at detailed geographic levels such as DMAs and ZIP codes, and evaluate performance by network and daypart to identify the highest-return placements. Additionally, the platform supports creative variant analysis, allowing brands to determine which advertising messages resonate best among different audience segments and formats.
Overall, this collaboration between Samba TV and Kochava sets a new industry standard for attribution and measurement, equipping brands, agencies, and publishers with precise, unbiased insights to optimize media investments and drive improved ROI across all major television and digital platforms.
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