Samba TV and InfoSum Join Forces to Deliver Scalable, Privacy-First Agentic Media Measurement

Samba TV, a global leader in AI-powered media intelligence, announced a strategic international partnership with InfoSum, the world’s leading data collaboration platform and part of WPP. This collaboration is set to redefine cross-screen media planning and measurement by enabling brands to activate privacy-safe, data-driven strategies at scale.

The integration brings Samba TV’s contextual, viewership, and behavioral data directly into the InfoSum ecosystem, giving marketers across regions access to powerful, AI-ready insights. By combining Samba TV’s robust media intelligence with InfoSum’s secure data infrastructure, clients can unlock new agentic applications for media planning, contextual targeting, and outcome-based measurement—while maintaining strict data privacy standards.

Early adopters of the partnership are already leveraging Samba TV’s data to inform media activation strategies and drive measurable business outcomes. The integration is immediately available to InfoSum and WPP Media clients, launching first in Europe with expansion to additional global markets on the roadmap.

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By merging Samba TV’s cross-platform audience signals with WPP Media’s operational frameworks and InfoSum’s privacy-first infrastructure, brands gain access to actionable insights like in-market intent, cross-device viewership patterns, and customer journey analytics. These capabilities enable personalized, AI-driven marketing at scale—optimizing performance and efficiency across every screen while respecting consumer data rights.

“With the number of optimization decisions growing exponentially as consumer media platforms proliferate across many screens, AI is an important technology in the marketer’s playbook to extend their brand strategy into the far corners of consumer attention,” said Samba TV CEO and Co-founder Ashwin Navin. “Our partnership with InfoSum empowers the world’s largest brands to bring their first-party data alongside Samba’s proprietary, AI-ready data to achieve a higher degree of relevance, performance, and efficiency.”

The partnership leverages InfoSum’s role as a neutral, privacy-enhancing intermediary, allowing Samba TV to maintain full control of its proprietary data while enabling frictionless collaboration with agencies and partners. This sets a new benchmark for how clean rooms, data partners, and media networks can operate together to drive innovation in ad tech.

“As advertisers demand greater accountability and smarter outcomes, this partnership delivers on the promise of data collaboration without compromise,” said InfoSum CEO and WPP Media Chief Solutions Officer Lauren Wetzel. “By combining Samba TV’s unparalleled real-time omniscreen insights and comprehensive dataset with InfoSum’s privacy-first infrastructure, our clients gain a competitive edge by unlocking faster, safer, and more scalable access to the data they need to fuel next-gen, AI-powered marketing strategies.”

This announcement follows WPP’s acquisition of InfoSum in April 2025, integrating the platform into WPP Media to enhance its AI-centric data strategy. With this expanded capability, WPP Media, Samba TV, and InfoSum are now positioned to help brands deliver more intelligent, secure, and impactful marketing experiences—without compromising control, compliance, or consumer trust.