Samba TV and Acxiom announced a partnership to expand into 40 global markets, integrating Samba's AI-driven media intelligence with Acxiom's data infrastructure to enhance data-driven marketing for brands. The collaboration leverages Samba's Semasio platform and Acxiom's Interact platform to enable real-time audience activation and campaign optimization across 50+ countries.

Samba TV, a provider of TV technology for audience data and omniscreen measurement, has acquired Semasio, a contextual targeting and audience data solutions provider. This acquisition enhances Samba TV's AI-powered targeting capabilities and expands its global footprint, enabling advertisers to reach granular audience segments with contextually relevant ads.

Samba TV, a leading provider of TV technology for audience data and omniscreen measurement, has acquired Semasio, a global provider of contextual targeting and audience data solutions. This acquisition enhances Samba TV’s capabilities in delivering privacy-first targeting across digital and connected TV platforms and expands its global footprint.

Semasio, formerly known as Fyllo | Semasio, has launched a new product called Contextual+PLUS, which is a revolutionary contextual targeting solution powered by advanced semantic technology. This product can generate precise contextual targeting segments from a minimal dataset of just 300 seed records, ensuring advertisements are placed in the right context at peak timing.

Marketers and adtech firms are increasingly utilizing metadata to enhance ad targeting, particularly as data quality deteriorates due to the decline of cookies. Mike O’Sullivan, co-founder of Sincera, explains that metadata provides context to transactions and focuses on advanced contextual signals like ads-to-content ratio and genre to direct marketers towards premium inventory.