Samba TV Gets Expansion Funds from Liberty Global

Television data company Samba TV has received a $7.5m investment from international TV and broadband company Liberty Global, which it will use to expand its footprint.

Samba TV uses data from social media, connected devices and set-top boxes to help clients measure television viewing and understand its impact on consumer and purchasing behavior. Cross-platform analytics are drawn from its technology embedded in millions of smart TVs, and it uses 'a nationwide, census like panel that is fully representative of the US population' to measure TV and digital ad exposure for each household. In January, the company launched a self-serve platform through which advertisers can discover and activate audiences programmatically.

The new funding adds to $30m raised from Union Grove Venture Partners, Time Warner, Disney, Interpublic Group, MDC Ventures, A+E Networks and others in a Series B round last year. Liberty Global will now support Samba in spreading its ad platform and marketing attribution solutions in global markets.

Ashwin Navin (pictured), CEO and co-founder of Samba TV, comments: 'The television markets in Europe are ready for the next generation TV experience and business model built on better data and greater personalization for consumers. Our work with Liberty Global and its partners, will enable us to reach even more clients interested in rolling out pioneering audience-based advertising models - and deliver those clients even more effective cutting-edge products and solutions'.

Web site: www.samba.tv .