Samba TV Inc.
01/15/2025 | Press release | Archived content
CES 2025 Recap: Where AI Will Fit in the Future of Measurement and Targeting
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CES 2025 Recap: Where AI Will Fit in the Future of Measurement and Targeting
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Katie North-Fisher
Director, Corporate Communications
Jan 15, 2025
2
MINUTES
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CES has always been a pivotal event for Samba TV. It was the first industry show where the company launched its vision to redefine how audiences and brands connect through CTV, and we're proud to return each year to meet with partners, introduce ourselves to new customers and present our vision for the future of Samba TV.
This year, Samba TV set-up shop at the ARIA where we mixed and mingled with CES attendees. We also partnered with Unplugged Collective and Scalepost.ai to host events during the show.
The Samba team discussed what's on the horizon for redefining how audiences and brands are connecting, bridging Attention with Intention with its advancements in AI and contextual advertising. We introduced partners to the combined power of Samba AI and Semasio, which can provide insight into what people watch, and connect this understanding to how they browse the web, laying the groundwork for cross-screen contextual advertising.
On the show floor, AI dominated the spotlight and it felt as though just about everyone was talking about the role of AI in their offering. But, how much of it was reality versus hype? As Samba TV Co-founder and CEO Ashwin Navin stated, for AI,
"2025 will be the year where the hype is separated from real-world innovation."The Next Generation of TV Is Powered by GenAI
AI is revolutionizing the media landscape, equipping marketers with tools to optimize campaigns, connect with audiences, and unlock deeper insights. The Samba TV team met with more than 100 partners and customers at the ARIA to discuss the future of measurement and targeting and to demonstrate how Samba AI is pushing the boundaries of video analysis, delivering real-time, actionable insights.
"AI is a gamechanger for advertising, but we need to focus on real-world applications that deliver measurable results," Navin noted.Leading the Charge in Contextual Ad Targeting with Semasio Integration
As our first public outing together since Samba TV's acquisition of Semasio in Q4 2024, Samba TV showcased its integration with Semasio's contextual technology. This innovation bridges the gap between TV, streaming, and digital media, empowering advertisers to use contextual insights across platforms. Powered by Samba AI, the integration delivers privacy-first targeting and measurable performance gains.
This is the customer journey that connects Attention and Intent. This is the solution that provides you with the ability to understand, identify, engage and convert prospective customers more effectively. "Contextual advertising that spans across the web and CTV is entirely new, and we're proud to be leading that charge," Navin remarked.
Samba TV's presence at CES 2025 was a showcase of innovation, from cutting-edge AI and contextual advertising to creating unforgettable experiences that connect brands, audiences, and entertainment leaders.
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