Samba TV Extends Samba AI To Holistically Measure ROI From Paid Media

Samba TV, a provider of TV technology for audience data and omniscreen measurement, unveiled a new capability for its artificial intelligence (AI) portfolio — Samba AI — that’s designed to enable brands to measure the impact of exposure across linear TV and streaming services.

Samba AI seeks to automatically and instantly recognize when a company’s logo appears on screen or a brand is mentioned during a program to offer comprehensive viewership analysis. The product also analyzes the surrounding sentiment of brands, helping provide companies with a detailed understanding of their portrayal throughout the programming. It’s also interoperable within Samba TV’s outcome-based measurement suite.

“Samba TV has been investing in research and development for generative AI and ML-based analysis of video for more than a decade,” said Ashwin Navin, CEO and Co-founder of Samba TV, in a statement. “We’re now taking our years of AI innovation a step further by working with some of the world’s most recognizable brands to transform the way media investments are evaluated. We are using our powerful first-party data to train best-in-class AI models to inform the most important decisions made by advertisers.”