Samba TV, Aquila Partner to Advance Cross-Media Streaming Measurement
Aquila will integrate Samba TV’s streaming viewership data with digital exposures from partners like Google, Meta, Amazon, and TikTok to provide cross-platform measurement.
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Samba TV, an AI-driven media intelligence company, has announced a partnership with Aquila, a subsidiary of the Association of National Advertisers (ANA), to advance streaming video measurement within Aquila’s cross-media platform initiative.
This partnership is a step toward building an advertiser-owned, independent measurement solution capable of deduplicating reach and frequency across streaming services, linear television, and major digital walled gardens.
By integrating Samba TV’s first-party streaming viewership data into Aquila’s privacy-safe, marketer-led framework, the partnership will give advertisers an independent, objective view of their true audience reach across digital and television platforms, solving a long-standing challenge of audience fragmentation.
For years, streaming TV has been a significant blind spot in cross-media measurement. Streaming viewership has grown 46% year-over-year, bolstered by ad-supported tiers at lower prices, making streaming an essential component of every modern media strategy.
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This partnership bridges that gap by integrating Samba TV’s unparalleled first-party streaming viewership data into Aquila’s platform, complementing existing data from Google, Meta, TikTok, and Amazon, as well as linear data from Comscore.
“We are thrilled to join our friends at Aquila, which includes some of the largest advertisers and media platforms, to crack the code of cross-platform measurement,” said Samba TV CEO and Co-Founder Ashwin Navin.
“Advertisers can no longer afford to measure media with currencies that treat streaming and digital as an afterthought to linear TV in their methodology. A cross-media view with a true streaming signal and collaboration with the biggest digital platforms in the world is a recipe for success.”
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“Samba provides a critical piece of the dataset that unlocks a uniquely holistic view that everyone has been waiting for.”
The collaboration will progress through a multi-phase approach designed for precision and scalability. The first phase, beginning in Q4 2025, focuses on data ingestion and integration. The full solution will provide live, campaign-level measurement capabilities and is expected to be released in the second half of 2026.
“Completing the cross-media measurement puzzle requires a best-in-class partner for every piece of the ecosystem,” said Aquila CEO Bill Tucker.
“As we work to ensure Aquila encompasses as many advertisers and streaming platforms as possible, Samba TV was the clear choice to address the complexities of the streaming landscape.”
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“Their robust data and privacy-safe methodology are essential to our mission of offering advertisers the first truly deduplicated view of their reach across every major screen, from the smartphone to the living room TV.”
Aquila is the commercial venture in the US market based on Project Halo, an open-source, transparent, privacy-centric and pro-competition framework proposed by WFA members and a community of stakeholders, including digital walled gardens.
Aquila preserves Halo’s core innovations, including privacy-preserving techniques such as secure multi-party computation and the Virtual People Framework (VPF). VPF uses advanced models for synthetic data for audience matching and projection to deliver insights without compromising privacy standards.
Samba TV’s first-party dataset spans TV, digital, and streaming channels, enabling brands and agencies to measure performance based on real-world business outcomes with timeliness and speed to drive unparalleled media efficiency.
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