Samba TV and Index Exchange Launch Agentic-Curated Media Marketplace Powered by First-Party Data
Samba TV and Index Exchange have formed a global partnership to launch an “agentic-curated” media marketplace that combines Samba TV’s advanced behavioural and contextual data with Index’s wide ad inventory, now live across more than 50 countries. The integration embeds Samba TV’s proprietary first-party signals directly into Index’s Data Vendor Ecosystem, enabling advertisers to access high-performance audience segments at the point of decision. This streamlined setup simplifies programmatic buying while supporting emerging agentic (AI-enabled) advertising workflows.
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Marketers can now use Samba-powered segments on web, mobile, streaming TV, and online video. They achieve this with curated deals. These deals improve targeting precision and optimize supply paths. This is important in a time of tighter budgets and a demand for clear ROI. Billions of data points from opted-in TVs and web sources build the global identity graph. The partnership aims to connect identity-based and ID-less environments. This will provide scalable, data-driven reach and boost media efficiency worldwide.
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