Samba TV is a television technology company that offers real-time insights and audience analytics. It was founded in 2008 by early employees of BitTorrent, including Samba TV's current CEO,

Ashwin Navin Ashwin Navin is an Indian-American entrepreneur, who is the CEO and co-founder of Samba TV, a data and analytics service that measures television viewership using opt-in data from Internet-connected devices and set-top boxes. The company has been ...

. It develops software for televisions, set-top boxes, smart phones and tablets to enable

interactive television Interactive television is a form of media convergence, adding data services to traditional television technology. It has included on-demand delivery of content, online shopping, and viewer polls. Interactive TV is an example of how new informatio ...

through

personalization Personalization (broadly known as customization) consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals. A wide variety of organizations use personalization to improv ...

. Through its portfolio of applications and TV platform technologies, Samba TV is built directly into the TV or set-top box and will recognize onscreen content—live or time-shifted—and make relevant information available to users at their request. The service is available only after a user activates it on a device, and is supported by interest-based advertising delivered on the television or on devices within the household. Through APIs and SDKs for

mobile application A mobile application or app is a computer program or software application designed to run on a mobile device such as a phone, tablet, or watch. Mobile applications often stand in contrast to desktop applications which are designed to run on d ...

software developers, Samba TV is usable on a second screen or the TV itself. Samba TV has a global addressable footprint of 46 million devices globally, 28 million of which are in the United States. Its devices are distributed in roughly 118 countries. The company has raised over $40 million in capital from

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

Time Warner Warner Media, LLC ( traded as WarnerMedia) was an American multinational mass media and entertainment conglomerate. It was headquartered at the 30 Hudson Yards complex in New York City, United States. It was originally established in 1972 by ...

, August Capital, Interpublic Group,

Liberty Global Liberty Global plc is a British-Dutch-American multinational telecommunications company with headquarters in London, Amsterdam and Denver. Its respective legal names are Liberty Global Plc, Liberty Global B.V. and Liberty Global, Inc., with t ...

Stagwell Stagwell, formerly The Stagwell Group, is a global marketing and communications group. Founded in 2015 by Mark Penn, Stagwell companies operate in four areas: digital transformation and marketing, research and insights, marketing communications, ...

, A+E Networks as well as individuals like

Mark Cuban Mark Cuban (born July 31, 1958) is an American billionaire entrepreneur, television personality, and media proprietor whose net worth is an estimated $4.8 billion, according to '' Forbes'', and ranked No. 177 on the 2020 ''Forbes'' 400 lis ...

, Kun Gao, founder of Crunchyroll, James Hong, founder of Hot or Not, Charles Huang, founder of ''

Guitar Hero ''Guitar Hero'' is a series of Music video game, music rhythm game video games first released in November 2005, in which players use a guitar-shaped game controller to simulate playing primarily lead guitar, lead, bass guitar, and rhythm guita ...

'', angel investor Tom McInerney, and others.Liberty Global invests in Samba TV
. Broadband TV News. 2018-04-11. Retrieved 2018-07-12.
. New York Times. 2015-04-19. Retrieved 2018-07-12.

History

The company was founded as Flingo in 2008, to help media companies like

Showtime Showtime or Show Time may refer to: Film * ''Showtime'' (film), a 2002 American action/comedy film * ''Showtime'' (video), a 1995 live concert video by Blur Television Networks and channels * Showtime Networks, a division of Paramount Global ...

FOX Foxes are small to medium-sized, omnivorous mammals belonging to several genera of the family Canidae. They have a flattened skull, upright, triangular ears, a pointed, slightly upturned snout, and a long bushy tail (or ''brush''). Twelv ...

, A+E Networks, TMZ, Revision3, PBS and CBS develop apps on Smart TVs that synchronize with linear

Broadcast programming Broadcast programming is the practice of organizing or ordering (scheduling) of broadcast media shows, typically radio and television, in a daily, weekly, monthly, quarterly or season-long schedule. Modern broadcasters use broadcast automation ...

and Non-linear media. In January 2012, Samba TV launched one-click sharing on social networks like

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin ...

and

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

from the television. In January 2013, the company announced further developments and features and named its interactive TV platform Samba.

Acquisitions

In September 2013, the company adopted the Samba TV name.Flingo Rebrands as Samba TV
. Multichannel News. 2013-09-24. Retrieved 2018-07-05. In October 2017, The Walt Disney Company became a strategic investor in Samba TV to better understand TV viewership and engagement with advertising. In December 2018, Samba TV acquired Screen6, a firm offering real-time, cross-device identity resolutions. In August 2019, Samba TV acquired Wove, to help direct-to-consumer brands TV ad targeting. In August 2019, Samba TV acquired, Axwave, an international

software development Software development is the process of conceiving, specifying, designing, programming, documenting, testing, and bug fixing involved in creating and maintaining applications, frameworks, or other software components. Software development inv ...

company.

Partnerships

In 2016, Samba TV partnered with MediaMath. In 2017, Samba TV partnered with video ad serving platform

SpotX SpotX is a video advertising and monetization platform. Billions of video ad decisions are transacted through the SpotX platform daily, with ads delivered to over 70 million US households. The company is headquartered north of Denver, Colora ...

and media/advertising research company Kantar. In 2019, Samba TV partnered with

to help measure the social network's effectiveness in driving tune-in. That same year, Samba TV also partnered with video streaming aggregator Reelgood. In 2020, Samba TV partnered with global programmatic media partner MiQ, global technology company The Trade Desk, media measurement and analytics company Comscore, as well as

Amazon Web Services Amazon Web Services, Inc. (AWS) is a subsidiary of Amazon.com, Amazon that provides Software as a service, on-demand cloud computing computing platform, platforms and Application programming interface, APIs to individuals, companies, and gover ...

. and

TiVo TiVo ( ) is a digital video recorder (DVR) developed and marketed by Xperi (previously by TiVo Corporation and TiVo Inc.) and introduced in 1999. TiVo provides an on-screen guide of scheduled broadcast programming television programs, whose fe ...

. That same year, Samba TV also partnered with point-of-sale data provider Catalina and paper product manufacturer Georgia-Pacific to measure cross-channel media spend. In 2021, Samba TV partnered with online advertising software company Pubmatic, as well as television measurement and analytics company 605.

Products

In July 2021, Samba TV launched its global Real-time TV Viewership Dashboard, an interactive TV analytics dashboard featuring geographic and demographic analysis of viewership in real-time across the world, starting with four of the largest media markets: the U.S., U.K., Germany, and Australia. Also in 2021, Samba TV announced its proprietary identifier, SambaID, as part of its Samba TV Identity solution, giving marketers, publishers and platforms the ability to transact with each other using a variety of different currencies to optimize against. Programmatic research technology firm Lucid later announced its use of SambaID for clients like Digitas and Wavemaker.

Customers

Samba TV's technology is integrated into 24 Smart TV brands globally. These brands are listed on their website as LG,

Philips Koninklijke Philips N.V. (), commonly shortened to Philips, is a Dutch multinational conglomerate corporation that was founded in Eindhoven in 1891. Since 1997, it has been mostly headquartered in Amsterdam, though the Benelux headquarters is ...

Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...

Toshiba , commonly known as Toshiba and stylized as TOSHIBA, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. Its diversified products and services include power, industrial and social infrastructure systems ...

, beko,

Magnavox Magnavox (Latin for "great voice", stylized as MAGNAVOX) is an American electronics company that since 1974 has been a subsidiary of the Dutch electronics corporation Philips. The predecessor to Magnavox was founded in 1911 by Edwin Pridham and ...

, TCL, Grundig,

Sanyo , stylized as SANYO, is a Japanese electronics company and formerly a member of the ''Fortune'' Global 500 whose headquarters was located in Moriguchi, Osaka prefecture, Japan. Sanyo had over 230 subsidiaries and affiliates, and was founded b ...

, AOC, Seiki, Element, Sharp, Westinghouse, Vestel,

Panasonic formerly between 1935 and 2008 and the first incarnation of between 2008 and 2022, is a major Japanese multinational conglomerate corporation, headquartered in Kadoma, Osaka. It was founded by Kōnosuke Matsushita in 1918 as a lightbulb ...

Hitachi () is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate corporation headquartered in Chiyoda, Tokyo, Japan. It is the parent company of the Hitachi Group (''Hitachi Gurūpu'') and had formed part of the Ni ...

, Finlux,

Telefunken Telefunken was a German radio and television apparatus company, founded in Berlin in 1903, as a joint venture of Siemens & Halske and the ''Allgemeine Elektrizitäts-Gesellschaft'' (AEG) ('General electricity company'). The name "Telefunken" app ...

, Digihome, JVC, Luxor, Techwood, and Rega

Features

Samba TV tracks what appears on the users' TV by reading pixels and utilizing this data for personalized recommendations on the TV or mobile apps connected to the television. This capability extends to streaming programs and even video games played on the television. In January 2021, Samba TV introduced Picture Perfect – an Artificial intelligence, artificial intelligence (AI) technology that optimizes picture quality in real time for gaming, live sports, movies and more. Designed to be embedded within the TV, Picture Perfect will recognize and optimize the quality of the content playing on the screen in real time, with or without an internet connection.

Awards

In 2021, Samba TV was chosen by

Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cove ...

readers as "Best in Measurement Solutions" during the 2021 Adweek Readers' Choice: Best of Tech Partner Awards.

Ownership

Samba TV was incorporated as Free Stream Media Corp. in 2008, a company founded by

, David Harrison, Alvir Navin, Omar Zennadi and Todd Johnson. According to the public source code repository, Flingo's open source client was written by David Harrison and Omar Zennadi in Python, and is

free software Free software or libre software is computer software distributed under terms that allow users to run the software for any purpose as well as to study, change, and distribute it and any adapted versions. Free software is a matter of liberty, ...

licensed under the GPL. In February 2012, Flingo announced a $7 million

Series A round A series A round (also known as series A financing or series A investment) is the name typically given to a company's first significant round of venture capital financing. The name refers to the class of preferred stock sold to investors in exc ...

investment from August Capital. In May 2012, Flingo added additional investors, closing at $8 million, including entrepreneur

and Gary Lauder. Cuban discovered Flingo at CES 2012 when he saw a crowd in the Flingo booth watching a demonstration of its SyncApps technology. The funding helped Flingo expand its presence with smart TV and device manufacturers, building on its existing partnerships.Mark Cuban Invests in Social TV Startup Flingo
". Lost Remote. 2012-05-02. Retrieved 2012-07-12. In April 2015, Interpublic Group announced a strategic investment in Samba TV. Subsequently, Samba TV announced more strategic investors totaling $30 million in a Series B round coming from

WarnerMedia Warner Media, LLC ( traded as WarnerMedia) was an American multinational mass media and entertainment conglomerate. It was headquartered at the 30 Hudson Yards complex in New York City, United States. It was originally established in 1972 by ...

, Interpublic Group, MDC Partners, A+E Networks and Union Grove Venture Partners.

References

{{reflist, 30em

External links

Company website

Official Website for Flingo Open Source project

Official Website for Free Stream Media Corp.
Free software programmed in Python MacOS multimedia software Television technology