Data and measurement firm Samba TV has bought GenAI ads platform Bestever AI.
Bestever’s founder and CEO Apoorna Govind will become Director of Product at Samba, leading AI product strategy and overseeing the full Bestever team.
The rationale for the deal is that “the future of advertising is not just automated, it is autonomous.”
Samba is rejecting the notion that AI “workflow automation and black-box engines” and is instead “making a contrarian bet” based on data and real peformance signals: “An AI agent is only as intelligent as the data that fuels it. Generic, model-driven strategies cannot match agents built on first-party data at scale.”
Samba is considered one of the leaders in measuring streaming views and operates in linear TV, reseach and insights.
“The next era of advertising belongs to agents that can act on real intelligence to rapidly expand the audiences we can reach, with more personalization, and across many more platforms all at once,” said Ashwin Navin, co-founder and CEO of Samba.
“Samba has built the platform and the most accurate, deterministic data asset in the industry for over a billion user profiles. Apoorva and her team will focus on our agentic solutions which leverage that media intelligence, leaning into her rare combination of technical depth and product vision.”
Govind founded Bestever AI in 2023 after more than a decade in engineering at Apple and Uber. Her company has developed tech that autonomously researches brands, develops strategies, and generates ad creative based by real performance data. The company was prevoiuslt backed by Audacious Ventures, Offline Ventures, A16Z, and F7 Ventures.
“Samba has something most AI companies can only dream about: a truly independent, deterministic view of how audiences behave across every screen, at massive scale,” said Govind. “That is the foundation that makes agentic advertising actually work, and joining Samba means the opportunity to build with the best media intelligence in the industry.
Samba claims the Bestever acquisition will speed up its “agentic roadmap, bringing the company closer to its vision of autonomous, data-driven advertising built on intelligence the rest of the industry cannot replicate.”
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