Aquila and Samba TV Launch Cross-Media Measurement Partnership
Aquila, the marketer-led measurement initiative operated by the Association of National Advertisers (ANA), has entered into a strategic partnership with Samba TV to build what they describe as the industry’s first advertiser-owned, independent measurement solution that covers streaming, linear television, and major digital platforms. By integrating Samba TV’s first-party streaming viewership data into Aquila’s privacy-safe, cross-media framework, the collaboration aims to give advertisers a deduplicated view of reach and frequency across every major screen, including smartphones, smart TVs, and PCs – addressing a longstanding blind spot in streaming measurement.
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The initiative will support data ingestion starting in Q4 2025 and aims for full campaign-level live measurement capabilities in the second half of 2026. Aquila’s CEO highlighted Samba TV’s robust dataset and methodology as key to delivering this unified view, while Samba TV’s CEO called the alliance a critical step toward aligning streaming and digital with traditional broadcast in planning and measurement.
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