Samba Financial Group

What Samba Financial Group does

Samba (formerly Samba TV) is a US-headquartered, founder-led media-intelligence company that unifies TV, digital, and behavioral data through proprietary AI to deliver cross-screen measurement, audience targeting, and increasingly agentic campaign activation. Founded in 2008, the company is incorporated in California as Samba TV, Inc., with wholly owned operating subsidiaries in the UK, Germany, Poland, the Netherlands (via the Semasio acquisition in 2024), and Taiwan, and field offices in New York, Los Angeles, Sydney, and elsewhere. Headcount is not publicly disclosed; careers messaging emphasizes a "lean enough to move fast" culture across global offices.

The platform rests on three flagship products — Samba Analytics (cross-screen measurement for deduplicated reach, frequency, and in-flight optimization), Samba Audiences (deterministic targeting via PMPs), and Samba for Publishers and Samba for Platforms — built on the Samba Knowledge Graph (SKG), Samba ID identity spine, and Samba AI computer-vision/content stack. At the data layer Samba maps 1.5 billion opted-in user profiles across 50+ countries, processing 907+ billion monthly signals (400B+ TV via ACR embedded in 24 Smart TV brands, plus 200B+ web via Semasio). The 2026 acquisition of Bestever AI added a generative-AI capability for creative and competitive-strategy workflows; the October 2025 launch of the Audience Manager MCP Server made Samba the first production-ready AdCP-native audience manager.

Samba sells on a quote-based, annual enterprise subscription model to advertisers/brands, agencies, publishers, and DSPs/platforms. Named enterprise customers include Johnson & Johnson Vision, Mondelez International, Mars Fishcare, Horizon Media, HP, and Sesame Workshop. Revenue is generated through analytics subscriptions, audience/data monetization (PMPs and integrations), publisher intelligence, and platform API integrations; pricing is not publicly disclosed. The company is private and venture/debt-funded, having secured a $30M initial close (up to $60M total) growth-capital facility from Horizon Technology Finance in December 2025, with prior investors including Goldman Sachs and others disclosed on its investor page.

Note on source data: the prompt header and a trailing leadership block reference "Samba Financial Group," a Saudi Arabian bank founded in 1980; the substantive analytical content above is drawn from the media-intelligence data set (Samba TV / Samba) that constitutes the bulk of the input.

Name

Samba Financial Group

Legal name

Samba TV, Inc.

Website

https://samba.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Samba is a US-headquartered media-intelligence platform that unifies TV, digital, and behavioral first-party data through proprietary AI to deliver cross-screen measurement, deterministic audience targeting, and agentic campaign activation for global advertisers, agencies, publishers, and DSPs.

Ownership category

akta.pro rank

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Analytics & Measurement Solutions: Subscription-based access to cross-screen measurement analytics providing deduplicated reach, frequency, and performance outcomes. Revenue generated from licensing measurement intelligence to brands and agencies.
2. Audience Targeting & Data: Revenue from selling audience segments built from deterministic TV and web behavioral data. Segments are activated through PMPs (private marketplace deals) and direct integrations.
3. Publisher Intelligence: Independent measurement and analytics services for publishers to prove inventory value and enable defensible pricing and packaging.
4. Platform Integrations: API and integration services for platforms and DSPs to incorporate Samba's data and identity graph into their products.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Samba Financial Group operates an independent media intelligence platform that delivers cross-screen TV and digital viewership measurement, audience targeting, planning, and attribution for advertisers, agencies, publishers, and platforms. Its products are built on a proprietary Knowledge Graph and AI layer that ingests real-time first-party data from opt-in devices and smart TVs to power analytics, activation, and identity-linked advertising outcomes.

Product overview

Samba is a unified media intelligence platform consisting of three core products: Samba Analytics for independent cross-screen measurement, Samba Audiences for deterministic behavioral targeting, and the Samba Knowledge Graph as the foundational intelligence layer. Samba AI powers contextual analysis and indexing across all media, while Samba ID provides the identity spine linking 1.5 billion people. The platform also includes specialized offerings for platforms, publishers, and advertisers, all built on first-party TV and web data. The Audience Manager MCP Server enables agentic workflows through the AdCP standard.

Differentiator

Problem solved

Functional benefit

Brands

• Samba Analytics: Independent cross-screen measurement using first-party data for deduplicated reach, frequency, and performance outcomes.
• Samba Audiences
• Samba Knowledge Graph (SKG)
• Samba AI

Products and services

• Samba Analytics Cross-screen TV and digital video analytics platform that enables advertisers and agencies to plan, buy, and measure the performance of linear TV, CTV, and digital video campaigns using independent first-party viewership data.
• Samba Audiences Audience targeting and segmentation solution built on the Samba Knowledge Graph and Samba ID, allowing advertisers and platforms to activate privacy-compliant cross-screen audience segments across TV and digital channels.
• Samba AI Agent AI-driven conversational agent built on the Samba Knowledge Graph that allows users to ask natural-language questions about media campaigns, audiences, and cross-screen performance.
• Audience Manager MCP Server Model Context Protocol (MCP) server that exposes Samba's audience data and capabilities to AI assistants, enabling natural-language audience operations and integration of Samba audiences into external AI-driven workflows.

Quantifiable outcome

• 68% of top 100 advertisers increasing TV investment based on Samba data
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability11 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and key.

• Index ExchangecoreStrategic or Co-development Partner · 3 December 2025Global partnership to launch agentic-curated media marketplace integrating Samba's behavioral and contextual data with Index's inventory platform across 50+ countries. Aims to improve ad targeting precision and campaign efficiency for programmatic workflows.
• TikTokkeyStrategic or Co-development PartnerStrategic research partnership showcasing TikTok's value proposition for advertisers seeking engaging audience reach. Includes joint case studies on marketing science.
• AdCP ConsortiumcoreStrategic or Co-development PartnerEarly member of the Ad Context Protocol consortium, an open standard for agentic advertising enabling AI systems to collaborate across the advertising ecosystem.
• SnowflakekeyTechnology or IntegrationPrivacy-safe clean room collaboration partner for data collaboration. Combined first-party and deterministic data for actionable insights.
• DatabrickskeyTechnology or IntegrationClean room and data collaboration partner enabling privacy-safe data partnerships and federated development.
• AcxiomkeyTechnology or IntegrationData collaboration partner in clean room initiatives for privacy-safe data partnerships.
• AnthropickeyTechnology or IntegrationAI partnership for building agentic advertising solutions and exploring federated development through privacy-safe environments.
• AmazonkeyTechnology or IntegrationData collaboration partner enabling secure combination of first-party data with deterministic insights in privacy-safe environments.
• HPkeyStrategic or Co-development PartnerHP used Samba AI to quantify sponsorship impact with Real Madrid CF, demonstrating AI measurement capabilities for brand sponsorships.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SambaBank
• Facebookfacebook.com/sambatelevision
• LinkedInlinkedin.com/company/sambaintel
• Instagraminstagram.com/sambatv

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Samba Financial Group