Samba has strengthened its position in Agentic Advertising through the acquisition of Bestever AI, a GenAI platform for marketers and advertisers. The move expands Samba’s AI capabilities and accelerates its long-term vision for autonomous advertising solutions. As part of the deal, Bestever AI founder and CEO Apoorva Govind joins Samba as Director of Product. Additionally, the entire Bestever AI team will become part of the company.
Samba believes the future of Agentic Advertising depends on intelligence powered by reliable data. Therefore, the company continues to focus on first-party signals rather than generic AI models. The company has built a data foundation using deterministic signals from 1.5 billion opted-in users worldwide. As a result, Samba provides advertisers with insights across streaming, television, web research, and multi-screen engagement.
With such insights, the agentic engine can perform research about brands, generate targeting strategies, and analyze campaigns. Therefore, actions that would take months to complete before now only take minutes. Govind founded Bestever AI in 2023 following her leadership positions at Apple and Uber. She developed the tool to link performance metrics with creative development through automation.
Acquisition Enhances AI-Based Media Intelligence
“The next era of advertising belongs to agents that can act on real intelligence to rapidly expand the audiences we can reach, with more personalization, and across many more platforms all at once. Samba has built the platform and the most accurate, deterministic data asset in the industry for over a billion user profiles. Apoorva and her team will focus on our agentic solutions which leverage that media intelligence, leaning into her rare combination of technical depth and product vision,” said Ashwin Navin, Co-founder and CEO of Samba.
“Samba has something most AI companies can only dream about: a truly independent, deterministic view of how audiences behave across every screen, at massive scale. That is the foundation that makes agentic advertising actually work, and joining Samba means the opportunity to build with the best media intelligence in the industry,” said Apoorva Govind, Director of Product at Samba.
Moreover, Samba unifies TV, web, and media signals into one consumer perspective. Such a strategy allows for the optimization of planning, targeting, and analysis. It is an important step towards achieving the vision of providing Agentic Advertising based on proprietary media intelligence and real-time performance insights.
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News Source: Businesswire.com
