As connected TV advertising grows more complex and data driven, marketers are looking for faster, more intelligent ways to turn strategy into execution. This challenge sits at the center of the evolving MarTech ecosystem, where static planning models are giving way to real time decisioning. Against this backdrop, Subjective has announced a new partnership with Samba TV to power actionable and curated CTV advertising through AI driven media intelligence.
Subjective, an AI native curation platform designed to help agencies and brands activate CTV more effectively, has selected Samba TV data to fuel its real time decisioning engine, Ethos. The integration brings Samba TV proprietary media intelligence directly into Subjective platform, enabling advertisers to transform unstructured inputs such as campaign briefs and creative assets into real time, biddable CTV inventory packages across the ecosystem.
At the core of the partnership is the combination of Samba TV cross platform viewership data with Subjective large language model based intelligence and AI native infrastructure. This integration powers Ethos to make millions of transparent, real time decisions per second, expanding available inventory while improving relevance and performance. The companies said the approach is already supporting advertisers across sectors including CPG, automotive, entertainment, and financial services.
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By embedding Samba TV real time audience insights into Subjective workflows, advertisers can access predictive audiences and contextual relevance without changing how they buy media today. The goal is to simplify CTV activation while increasing precision, allowing campaigns to be curated and optimized dynamically rather than relying on fixed audience definitions or manual adjustments.
“Subjective represents a new generation of adtech platforms built on AI-native architecture. Data collaboration with Samba demonstrates what’s possible when real-time behavioral data fuels media decisioning,” said Ashwin Navin, Co-Founder and CEO of Samba TV.
Subjective leadership emphasized that the partnership strengthens its core mission of translating intent into execution at machine speed. “Ethos was built to translate human intent into machine-speed decisions. Samba TV’s real-time media intelligence adds a critical signal layer that allows our AI to curate, predict, and activate CTV inventory in ways that simply weren’t possible before,” said Lindsay Silver, Co-Founder and CEO of Subjective. “Together, we’re enabling advertisers to move from static planning to dynamic, real-time execution—turning briefs and creative into actionable media with unprecedented speed, scale, and transparency.”
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Industry leaders see the collaboration as a meaningful step forward for premium CTV buying. Jason Schmidt, Vice President and Global Head of Commercial Data at Condé Nast, noted the importance of bringing behavioral intelligence into high quality environments. “Bringing real-time behavioral intelligence into premium CTV environments is exactly where the industry needs to go,” Schmidt said. “With Subjective and Samba TV, brands now have a way to activate campaigns at the speed of culture, without compromising on data quality or strategic control.”
For the broader market, the Subjective Samba TV partnership reflects how AI and real time data are reshaping CTV advertising. As buyers demand greater transparency, adaptability, and performance, platforms that can unify creative intent, audience intelligence, and execution in real time are becoming increasingly critical. By combining AI native curation with real time media intelligence, Subjective and Samba TV are positioning themselves at the forefront of the next phase of connected TV advertising.
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