Liberty Global invests in Samba TV

Samba TV will use the investment, which concludes its latest funding round, to expand its TV audience platform, develop new products utilising viewing data and expand internationally.

Headquartered in San Francisco, the company combines TV viewership with online behavioural data and other household data through software embedded in smart TVs and set-top boxes.

Last year, it secured Series B financing from Union Grove Venture Partners, Time Warner, Disney, Interpublic Group, MDC Ventures and A+E Networks.

Ashwin Navin, chief executive and co-founder of Samba TV, said: “Our work with Liberty Global and its partners, will enable us to reach more clients interested in rolling out audience-based advertising models – and deliver those clients more effective cutting-edge products and solutions.”

John Paul, managing director, advanced advertising and data, Liberty Global, added: “We look forward to working together to match Samba’s market-leading expertise in targeted advertising and consumer insight with the reach of our broadband and video services.”