Samba TV Expands AI Media Intelligence Push With New Product Chief

New updates have been reported about Samba TV.

Samba TV has strengthened its AI-driven media intelligence strategy by appointing Kelly Barrett as Senior Vice President of Product Management, reporting directly to Co-Founder and CEO Ashwin Navin. Barrett will oversee global product management across Samba TV’s analytics and audience solutions at a time when agentic AI is reshaping how marketers plan, buy, and measure media.

The company is positioning its deterministic, first-party data as a competitive alternative to probabilistic, inference-based measurement systems that underlie many LLM- and GenAI-powered tools. Powered by opted-in signals from tens of millions of connected TVs and billions of web users in more than 50 countries, Samba TV’s data feeds a knowledge graph that reflects the behavior and purchase intent of over a billion users, giving Barrett’s team what the company calls “ground truth at scale.”

Barrett brings more than 20 years of product leadership in measurement and analytics, including serving as SVP of Product Management at Comscore, where she directed data infrastructure, identity, governance, and AI enablement initiatives. Her prior roles at Truthset and LiveRamp focused on data quality and identity solutions, experience that aligns with Samba TV’s emphasis on deterministic identity and cross-platform measurement.

Navin said the industry is rapidly reorganizing around agentic AI and credited Barrett with helping lead previous transitions to big data, clean rooms, and cross-platform metrics, signaling that her mandate is to accelerate the next generation of Samba TV products. Barrett highlighted that Samba TV’s advantage stems from first-party signals it directly generates, which she argues can support globally scalable analytics and audience products.

Under Barrett’s leadership, Samba TV plans to hire aggressively across product management, design, data science, and engineering, indicating a near-term ramp in product development and innovation capacity. For executives and investors, the move underscores Samba TV’s intent to solidify its role as an independent, cross-platform measurement provider for major brands, agencies, and media owners, leveraging deterministic data to monetize the shift toward AI-native media planning and attribution.