Samba TV buys Wove

TV-based data and analytics company Samba TV has acquired the data integration platform, Wove, for an undisclosed amount.

Led by Eddie Siegel, Armaan Sarkar and Chris Taylor – early LiveRamp employees – Wove’s technology has historically been used by advertisers to activate first-party audiences across email and social media campaigns. CEO and co-founder Siegel will now serve as vice-president of product engineering at Samba TV.

This is the third acquisition for Samba in the past year, following Screen6 and Axwave, as it builds its expertise. With the combined technologies, Samba has bolstered its TV viewership data, TV spot analytics, and identity resolution against first-party data for attribution and activation.

Ashwin Navin, founder and CEO of Samba TV, said: “As more TV content is delivered through digital pipes, it creates an opportunity for advertisers to bring similar precision and measurement to the fastest growing and most engaging media channel. Wove fits seamlessly alongside our other recent acquisitions, helping us shape the future of connected TV with first-party data.”

Siegel added: “Samba has built a great reputation throughout the industry by providing valuable, accurate TV data and audience analytics at scale. Wove’s success was a product of our high-calibre engineering team that helped marketers get the most out of their data partnerships. Our technology and our team will fit well within the stack that Samba has assembled.”