Samba closes $30m round after deal with Kantar

It’s quite often that after a definitive deal is struck for a start-up, it will raise a round of funding, and clearly Samba TV had been waiting on its partnership with Kantar Research in the US before it completed its latest $30 million round of funding.

As we said earlier in June, Samba came at audience measurement more by accident than design, creating a software platform, initially designed to recommend content on smart TVs, based on what people have watched. But by anonymizing that data and collecting summaries of it, it has created a powerful platform for audience measurement. Samba TV in the US partnered Kantar Millward Brown, part of Kantar, the research arm for WPP, the largest advertising agency in the world. Samba will merge results from its 13.5 million US smart TVs with Kantar’s PC and mobile audience measurement system. The plan is to oust Nielsen in US audience measurement.

And it appears to us that the investors were waiting for the signature to be barely dry before agreeing the terms for the next $30 million for Samba. The investment was led by Union Grove Venture Partners with additional investors Interpublic Group, MDC Ventures, Time Warner, A+E Networks, TGM, Draper Associates and Ambition VC and the money so that Samba can grow internationally and accelerate product development.

Samba TV says it has a variety of transformative products up its sleeve for the media and advertising industry. This is only the next round of funding Samba since January 2012, when August Capital and Mark Cuban were among the investors.

Samba claims that it analyzes 7,000 years of TV viewership a day across millions of households worldwide, which gives brands a holistic view of content and advertising consumption across broadcast, cable, OTT, apps and other digital platforms.

Samba TV offers a real-time, opt-in TV viewership insights and connected device map, which Samba says includes 66 million devices for 1:1 mapping and to increase programmatic reach.

Ashwin Navin, CEO and co-founder of Samba TV said that “Innovation has enabled us to realize 5,000% revenue growth over the last 3 years. We raised this growth round with a specific strategy to further expand the Samba TV Audience Platform to major media markets across the world and continue our trajectory of growth and rapid innovation.”