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StocksMedium•7 April 2026•

1 min read

Samba TV and TiVo Ads Form Strategic Partnership to Enhance CTV Advertising

Key Facts

1Samba TV and TiVo Ads (part of Xperi Inc.) announced a strategic partnership to integrate Samba's analytics with TiVo's connected TV platform.

2TiVo will operate as a preferred managed service advertising partner, starting with the UK market.

3The partnership aims to bolster the value of TiVo's ad inventory using Samba TV's data and targeting capabilities.

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Samba TV and TiVo Ads, a subsidiary of Xperi Inc., have announced a strategic partnership to integrate advanced analytics into the connected TV (CTV) advertising ecosystem. Under this alliance, TiVo will serve as a preferred managed service advertising partner, with an initial launch focused on the United Kingdom market. The collaboration aims to leverage Samba TV’s AI-driven media intelligence to bolster the value of TiVo’s ad inventory through superior targeting capabilities. This move is expected to provide brands and agencies with deeper audience insights and more effective monetization strategies within the TiVo platform. For Xperi Inc. (XPER), the partnership strengthens its competitive position in the rapidly expanding CTV market. The companies plan to expand this data-driven advertising model globally following the UK rollout.