Samba TV + Kochava — Unifying Linear + CTV + Mobile + In-Store
Samba TV and Kochava partnered to unify ACR data from 50M smart TVs with mobile, web, and retail attribution — solving the cross-screen identity graph problem for CTV measurement.
Scale
50M smart TVs (Samba TV ACR data); 94% of TV ads now reach fewer than 50% of households
Before
Linear, CTV, mobile, and in-store attribution all siloed — no unified cross-screen identity graph
After
ACR data (smart TVs) + mobile ad IDs + web cookies + retail loyalty IDs joined via identity graph (partnership announced July 2025)
Key Insight
ACR data is the unlock for CTV measurement — it's the passive signal that tells you what someone actually watched, not just what was served.
In a Snowflake Conversation
ACR data is the unlock for CTV measurement — it's the passive signal that tells you what someone actually watched, not just what was served. This is exactly what Snowflake Data Clean Rooms enable at the infrastructure level.
My Read
Practitioner commentary coming soon.
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