New updates have been reported about Samba TV.
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Samba TV has introduced Project Gravity, an independent onboarding and activation platform that links advertisers’ first-party data to the company’s global Identity Graph and pipes it into more than 40 major ad platforms, including leading DSPs, SSPs, and walled gardens. By assigning a persistent identifier and enabling real-time signal monetization and identity resolution, the platform is designed to support core use cases such as precise targeting, suppression, and frequency management in a privacy-compliant framework.
Engineered for what Samba TV calls the “agentic era” of advertising, Project Gravity is built to serve AI-driven media-buying agents that rely on rapid, accurate audience resolution to make thousands of bid and optimization decisions per second. The system uses vector-database-speed identity resolution and adaptive, AI-based audience modeling, and has already been deployed by more than a dozen major agencies and data owners globally to enrich and activate their first-party data. CEO and Co-Founder Ashwin Navin said Samba TV originally built this capability to meet its own global, real-time accuracy requirements and is now scaling investment to accelerate agentic AI adoption, positioning Project Gravity as a core component of Samba TV’s broader media intelligence platform that spans insights, measurement, and activation across linear and streaming TV, audio, and out-of-home channels.