Samba TV and Kochava Partner to Deliver Unified Cross-Platform TV Measurement

Samba TV, a leading provider of AI-powered media intelligence, has announced a strategic partnership with Kochava, the industry’s top omnichannel measurement and attribution platform. Together, the two companies are addressing one of the most pressing challenges in modern advertising: delivering continuous, scalable measurement across both television and digital ecosystems.

By integrating Samba TV’s robust first-party viewership data with Kochava’s advanced attribution capabilities, the partnership creates a seamless solution for performance measurement across linear TV, connected TV (CTV), and digital platforms. This joint offering unifies fragmented media signals into a single, actionable performance view, empowering brands with accurate attribution across the full consumer journey and connecting all household devices and touchpoints under one framework.

“For measurement and analytics, this partnership brings together a very rare combination of signals that will have a game-changing impact on marketing apps and entertainment,” said Samba TV CEO and Co-founder Ashwin Navin. “By combining these signals, brands can now move from fuzzy assumptions to performance-driven media optimization of platforms that are essential to consumers today and in the future.”

With this integration, marketers across industries can better quantify the impact of ad exposures across screens, formats, and platforms. From tracking ad-tier opt-ins for streaming publishers to measuring in-store sales for QSR brands, the solution enables precise, unbiased, campaign-specific performance insights. This shared measurement infrastructure supports brands, agencies, and publishers with tools to enhance return on investment (ROI), align cross-platform efforts, and elevate media planning.

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For entertainment marketers in particular, the solution closes a critical gap by measuring how paid media investments translate into increased viewership of shows and movies—delivering clarity on the true impact of marketing spend.

“The most meaningful way we can deliver unfair advantage to marketers is by providing actionable intelligence about advertising investments,” said Kochava CEO and Founder Charles Manning. “We’ve been in the verified outcomes business since we started and with this partnership, it’s being extended to linear TV at scale. Our collaboration with Samba isn’t just about integrating data; it’s about creating a more complete picture of the consumer journey. This partnership enables brands to confidently align strategy with spend, and to unlock measurable value across both TV and digital. Together, we’re laying the groundwork for a flexible, future-ready framework—one that adapts to consumers, not just channels.”

The combined solution offers deep, granular insights, allowing marketers to:

• Analyze household-level performance based on ad exposure frequency
• Measure regional impact down to ZIP code and DMA
• Evaluate results by network and daypart to identify high-performing placements
• Perform creative variant testing to see which messages resonate with key audience segments

With this partnership, Samba TV and Kochava are setting a new benchmark for holistic, scalable measurement—enabling smarter, more strategic advertising in a cross-platform world.