Aquila Partners With Samba TV To Advance Streaming Video Measurement For Cross-Media Platform

Samba TV, a global provider of AI-driven media intelligence, has partnered with Aquila, a subsidiary of the Association of National Advertisers (ANA), to advance streaming video measurement within Aquila’s cross-media platform initiative. 

This partnership “is a pivotal step toward building the industry’s first advertiser-owned, independent measurement solution capable of deduplicating reach and frequency across streaming services, linear television, and major digital walled gardens. By integrating Samba TV’s rich first-party streaming viewership data into Aquila’s privacy-safe, marketer-led framework, the partnership will give advertisers an independent, objective view of their true audience reach across all major digital and television platforms, solving a long-standing challenge of audience fragmentation,” Samba TV says.

For years, streaming TV has been a significant blind spot in cross-media measurement. Streaming viewership has grown 46% year-over-year, bolstered by ad-supported tiers at lower prices, making streaming an essential component of every modern media strategy. “This partnership bridges that gap by integrating Samba TV’s unparalleled first-party streaming viewership data into Aquila’s platform, complementing existing data from Google, Meta, TikTok, and Amazon, as well as linear data from Comscore.” 

“We are thrilled to join our friends at Aquila, which include some of the largest advertisers and media platforms, to crack the code of cross-platform measurement,” said Ashwin Navin, Samba TV CEO/co-founder. “Advertisers can no longer afford to measure media with currencies that treat streaming and digital as an afterthought to linear TV in their methodology. A cross-media view with a true streaming signal and collaboration with the biggest digital platforms in the world is a recipe for success. Samba provides a critical piece of the dataset that unlocks a uniquely holistic view that everyone has been waiting for.”

The collaboration will progress “through a multi-phase approach designed for precision and scalability. The first phase, beginning in Q4 2025, focuses on data ingestion and integration. The full solution will provide live, campaign-level measurement capabilities and is expected to be released in the second half of 2026.”

“Completing the cross-media measurement puzzle requires a best-in-class partner for every piece of the ecosystem,” said Aquila CEO Bill Tucker. “As we work to ensure Aquila encompasses as many advertisers and streaming platforms as possible, Samba TV was the clear choice to address the complexities of the streaming landscape. Their robust data and privacy-safe methodology are essential to our mission of offering advertisers the first truly deduplicated view of their reach across every major screen, from the smartphone to the living room TV.”

Aquila is the commercial venture in the U.S. market based on Project Halo, an open-source, transparent, privacy-centric and pro-competition framework proposed by WFA members and a community of stakeholders, including digital walled gardens. Aquila preserves Halo’s core innovations, including privacy-preserving techniques such as secure multi-party computation and the Virtual People Framework (VPF).

VPF uses advanced models to generate synthetic data for audience matching and projection, delivering insights without compromising privacy standards. Samba TV’s first-party dataset spans TV, digital and streaming channels, “enabling brands and agencies to measure performance based on real-world business outcomes with timeliness and speed to drive unparalleled media efficiency,” it says.

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