Samba TV, the global leader in AI-driven media intelligence, announced its 40-market expansion with Acxiom®, the connected data and technology foundation for the world’s leading brands and agencies. Building on years of collaboration, the companies will scale to over 40 markets to meet the growing need for data-led activation across international and emerging regions. This move integrates Samba TV’s identity, contextual, and audience modeling tools for data-driven activation across all Interpublic Group of Companies, Inc. agencies.
At the core of the expanded partnership is Samba’s self-serve semantic audience platform, now offered as a fully integrated solution within Interact, Interpublic’s AI-powered, end-to-end marketing platform grounded in Acxiom’s connected Real Identity solutions, unites data, creative, media, CX, and commerce capabilities across the full customer journey.
“As demand for privacy-first targeting grows, our expanded partnership with Acxiom delivers a smarter, scalable path to data-driven activation for brands worldwide,” said Samba TV CCO Aden Zaman. “Acxiom’s trust in our technology and their decision to scale our capabilities across 40 markets signals a new chapter in the way major holding companies approach data infrastructure that’s grounded in contextual relevance, precision modeling, and identity interoperability at scale.”
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The partnership enables Interpublic agencies to leverage Samba TV’s Semasio platform to model high-value audience segments from its InfoBase dataset and enrich them with consumer behavior and TV data to create custom segments tailored to regional and brand-specific needs. The collaboration also supports seamless campaign activation and real-time optimization, fully embedded within the Interact platform experience.
“This expansion is a testament to the innovation we’ve built together and the shared vision we hold around the future of data-driven marketing,” said Acxiom EVP of Product Revenue & Partnerships Martin Wexler. “By deepening our relationship with Samba TV and its Semasio platform, we’re equipping Interpublic’s agencies with the most advanced audience intelligence and identity available in the market, allowing brands to deliver more meaningful experiences for their clients around the world.”
SOURCE: GlobeNewswire