Samba TV Acquires Axwave: Details About The Deal You Should Know

By Dan Anderson ● August 21, 2019
  • Samba TV, a leading provider of global TV data and audience analytics, announced it acquired Axwave through a combination of cash and stock.

Samba TV — the leading provider of global TV data and audience analytics — announced it has acquired Axwave through a combination of cash and stock. The terms of the deal are not being disclosed.

Samba TV also announced that in connection with its $30 million Series B financing from Liberty Global, Disney and Warner Media, and others that it would use a portion of its proceeds for international growth and strategic acquisitions. By combining Samba’s AI-driven commercial break detection from 20 million households worldwide, Axwave’s workflow for automatic detection and tagging of TV spots and its use of computer vision for logos and brands in linear video builds a foundation for the most accurate and real-time global TV spot schedule. And this combination is highly disruptive to the legacy TV spot schedule process that relied on human-tagged metadata — which is delayed, manually-created, and prone to error.

Axwave’s innovative technology also powers accurate, real-time detection, extraction, and tagging of TV spot occurrences worldwide across national, local, over the air, cable, and OTT providers. And the addition of Axwave’s commercial scheduling, metadata, currency grade cross-media panel management and analysis will allow advertisers to access detailed insights on TV commercials for their brands and also competitors at a global scale.


“Technology developed by the Axwave team defined the market for commercial monitoring in the US and Europe implemented by companies like the BBC, Comscore, Ipsos and the National Basketball Association (NBA). Their pioneering attitude, blue-chip customers and intellectual property made them a seamless fit into Samba,” said Samba TV co-founder and CEO Ashwin Navin. “With this acquisition, we’re not only adding a team of exceptional technologists, we’re also solving a major industry challenge by providing the world’s most robust and accurate TV ad schedule for global brands.”

“As audiences become more fragmented, it’s more important than ever that advertisers understand how TV ads contribute to advertising ROI,” added Axwave founder Damian Scavo. “The Axwave patented solution combined with Samba’s capabilities allow advertisers to go beyond legacy ratings and precisely measure the effectiveness of their TV advertising.”

This acquisition is going to bolster Samba’s market-leading understanding of global TV advertising and enhances the company’s capabilities for the cross-platform measurement of reach, frequency, and conversions to real-world business outcomes, including tune-in. And Axwave’s TV spot detection will also be incorporated into Samba’s ground-breaking Causal TV Attribution solution — which provides precise measurement of which TV strategies are driving incremental lift in advertising effectiveness.

“Our team integrated with Samba almost immediately due to our shared vision and desire to solve similar problems with ground-breaking technology and the very best technical talent we can find,” explained Axwave’s VP of Engineering Maciej Donajski. “When I joined Samba, I was profoundly inspired by the quality of engineering and drive to innovate within an industry that’s become too complacent with legacy tools and providers.”