Samba TV in the US has fallen into a partnership with 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 boldly oust Nielsen in US audience measurement. Nielsen has dragged its heels in creating a single service which can evaluate both TV advertising and digital advertising due partly to widespread disagreement in how this can be achieved without undervaluing one or the other. Kantar has built its reputation for data in the digital space, and only in March announced an expansion to its Ignite Network – which it…