The Data Is the Difference: 4 Ways Samba is Leading at Cannes

In a world of fragmented attention and tighter budgets, marketers need sharper signals that drive real outcomes. At Cannes, Samba TV is spotlighting what drives strategy today: intelligent, actionable data.

We're leading the industry with the most comprehensive, accurate and granular TV data, as well as real-time web behavior, and AI-powered identity, working together in one scalable platform that delivers clarity, speed, and performance across the marketing lifecycle.

It starts with data.

The Data Is the Difference

Not all data is created equal. And, in a world built on infinite modeling, the seed data you start with defines your outcome.

Samba is the only company that unifies high-quality TV linear and streaming viewership data from tens of millions of opted-in smart TVs with real-time web behavior, capturing not just what people see, but what they do next. By analyzing visits to over 2.5 billion web pages, we help brands understand the full spectrum of behavior: from Awareness to Intent to Action.

That unified signal-structured, privacy-safe, and AI-ready-drives sharper identity resolution, deeper audience understanding, and faster, smarter decisions. It's why Acxiom tapped Samba to expand our partnership across 40 markets and power data-led activation worldwide.

"By deepening our relationship with Samba TV and its Semasio platform, we're equipping Interpublic's agencies with the most advanced audience intelligence and identity available in the market, allowing brands to deliver more meaningful experiences for their clients around the world." - Acxiom EVP of Product Revenue & Partnerships Martin Wexler

Samba Media Intelligence

Samba Media Intelligence is our next-generation data platform, purpose-built to unify, enrich, and activate the signals that matter most. It combines Samba's industry-leading linear and streaming TV data, as well as behavioral web data, and trusted third-party sources to measure everything from brand lift to campaign performance and purchase behavior.

Inside a privacy-first environment, we resolve identity and deduplicate across data sets. Then, leveraging AI, machine learning, clean rooms, and predictive modeling, we surface insights, uncover patterns and spot outliers to give marketers the confidence to act in real time.

Our data is interoperable by design. Whether you're using Samba direct data feeds, or activating our data in your Clean Room or cloud environment of choice, Samba Media Intelligence can be easily integrated into the platforms that power your marketing.

Clean Room Collaboration

The best data is only as valuable as your ability to activate it securely. Samba's structured, interoperable data is built for today's privacy-first world and is available to utilize today in all major clean rooms.

At Cannes, we're announcing new integrations with Databricks and Snowflake, making clean room collaboration faster and more actionable. We're working directly with brands to launch clean room-based attribution that combines their proprietary data with Samba methodology for a unified, accurate view of marketing performance.

And for clean rooms with Agentic capabilities, Samba's data is already structured to plug in-accelerating time from insight and action.

Actionable AI

Samba's signals are engineered to be AI-ready from the start, enriched with metadata and contextual intelligence. This enables immediate insight extraction and supports smarter planning and real-time optimization, built on signals that are structured, scalable, and privacy-safe.

With predictive modeling and ML-powered insights, marketers move from reactive to proactive. We're launching new AI-powered products to help brands deliver more measurable outcomes, from logo recognition and sponsorship impact to enhanced campaign performance insights.

Samba's data infrastructure connects via direct feeds, and Agentic protocols, ready to integrate with partner ecosystems and customer automation stacks. It's not just AI that works. It's AI that works for you.

And it's ready for MCP connections, enabling the tools, applications, and prompts that turn Agentic insight into marketing action.

Outcomes That Matter

Marketing success looks different in every industry. That's why Samba builds solutions around your business outcomes, whether that's brand awareness, marketing efficiency, revenue lift, or attribution.

With Samba Outcomes, we tailor data strategies to your industry and KPIs. We combine Samba's awareness and intent signals with your first-party data and third-party industry intelligence to connect your advertising to real business outcomes.

• Entertainment: Samba unifies TV exposure, viewership, and box office data to help platforms and studios refine targeting in real time to boost Day 1 performance. Our latest study released with Amazon Ads showcases the impact of Samba Media Intelligence in action: campaigns combining traditional TV marketing and Amazon Ads delivered the highest lifts in both awareness and purchase intent, by 2x and 5.4x respectively.
  
  
• Automotive: We detect in-market intent as consumers shift from researching vehicles to test-driving their next car. By connecting Samba IDs to first-party customer data, including website visits and dealer inquiries, we help brands nurture auto intenders and intercept buyers at the moment of decision.
  
  
• Travel: Using TV ad exposure and semantic analysis of web pages visited by prospects, Samba distinguishes between passive interest ("reading about Cannes") and high intent ("comparing hotel options near the Croisette"). That precision powers smarter offers and more compelling creative, as well as competitive conquesting.
  
  

With always-on audiences updated by real-time signals, Samba helps you deliver the right message, offer, and experience based on where the customer is in their journey, and identifies new prospects as they enter your marketing funnel.

Setting the Pace in a Fragmented World

At Samba, we believe better signals create smarter strategies. In an industry defined by complexity, we deliver clarity with unmatched data, intelligent infrastructure, and actionable AI that results in business outcomes.

As marketers chart a new course at Cannes and beyond, we're not just keeping up, we're setting the pace.

See you at Cannes.