California, USA – Samba TV has announced its acquisition of Semasio, a global provider of contextual targeting and audience data solutions. This strategic acquisition enhances Samba TV’s capabilities in delivering privacy-first targeting across digital and connected TV (CTV) platforms, further solidifying its position as a leader in AI-powered omniscreen advertising.
By acquiring Semasio, Samba TV will expand its global footprint as well as its capabilities for advertisers to define and reach granular audience segments through a unified approach that combines contextual, behavioral, and demographic data.
Semasio, with over 100 customers in 50 countries across North America, Europe, and Asia Pacific, maintains over 1 billion stable user profiles globally and analyzes over 2.5 billion web pages each month, enabling advertisers to optimise campaigns in both ID-based and ID-less environments.
The acquisition enables Samba TV to expand the availability of its AI-powered solutions by integrating its video data into Semasio’s platform, enhancing advertisers’ ability to reach consumers with contextual relevance across digital, mobile, and CTV platforms.
The Semasio platform is already widely deployed among programmatic trading desks enabling brands, agencies, and data owners to expand and activate first-party and third-party data at scale in dozens of countries worldwide. This combined offering addresses the increasing need for brands to operate in a cookie-less, privacy-conscious world, where first-party data and contextual intelligence are crucial for success.
Lastly, combining Samba TV’s data and identity solutions with Semasio’s global audience and capabilities enables audience and contextual strategies to coexist seamlessly. By integrating Semasio’s robust data platform with Samba TV’s proprietary omniscreen measurement tools, advertisers will now have access to more precise and comprehensive solutions for campaign optimisation and audience engagement across all digital and TV environments.
Aden Zaman, CCO at Samba TV, said, “Before this acquisition, we were partners with Semasio and saw huge potential in the platform and for the team behind it. As a first-party data owner, we recognize and appreciate the importance of identity resolution, data distribution, and onboarding. The acquisition of Semasio expands our value proposition to data companies with global reach into the world’s most important media platforms.”
As part of the acquisition, Semasio CEO Jeff Ragovin will be transitioning leadership of the company to general manager Zac Pinkham.
“Joining forces with Samba TV empowers us to fully realize Semasio’s vision by expanding investment into our next-generation platform, which seamlessly integrates audience-based and contextual targeting with greater reach across more channels. I’m excited to see how Samba TV’s expertise and resources will propel Semasio to new heights,” Ragovin said.
