Subjective Selects Samba TV Data To Power Actionable & Curated CTV Advertising

Subjective, an AI-native curation platform transforming for agencies and brands to activate connected TV (CTV), announced a new partnership with Samba TV, a global provider of AI-driven media intelligence, to power its real-time decisioning engine, Ethos, with Samba’s proprietary media intelligence. This collaboration enables advertisers to turn unstructured inputs, like campaign briefs and creative assets, into real-time, biddable inventory packages across the CTV ecosystem, Subjective says.

Samba Media Intelligence powers Subjective’s Ethos engine by combining Samba’s viewership data with Subjective’s large language model (LLM)-based intelligence and AI-native infrastructure. The result is a fully transparent, real-time curation platform capable of millions of decisions per second, expanding inventory scale and campaign effectiveness for advertisers in industries such as CPG, automotive, entertainment, and financial services.

Samba’s cross-platform real-time audience insights enable Subjective to deliver predictive audiences and contextual relevance, directly within buyers’ existing workflows, the companies say.

Ashwin Navin, Samba TV co-founder & CEO, says: “Subjective represents a new generation of adtech platforms built on AI-native architecture. Data collaboration with Samba demonstrates what’s possible when real-time behavioral data fuels media decisioning.”

Lindsay Silver, Subjective co-founder & CEO, adds: “Ethos was built to translate human intent into machine-speed decisions. Samba TV’s real-time media intelligence adds a critical signal layer that allows our AI to curate, predict, and activate CTV inventory in ways that simply weren’t possible before. Together, we’re enabling advertisers to move from static planning to dynamic, real-time execution—turning briefs and creative into actionable media with unprecedented speed, scale, and transparency.”

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