The acquisition will allow Samba TV to expand the availability of its artificial intelligence (AI) tools by integrating its video data into Semasio’s platform, with the company adding that the combined offering would help address the need for brands to operate in a cookie-less, privacy-conscious world.

Following the deal, Semasio chief executive officer Jeff Ragovin will be moving leadership of the company to general manager Zac Pinkham.

The acquisition will also help expand Samba TV’s global presence and its measurement and data analysis capabilities, as well as its AI capabilities

Semasio operates in 50 countries across North America, Europe and Asia-Pacific, and analyses more than 2.5 billion web pages each month.

Samba TV co-founder and chief executive officer Ashwin Navin said: “Samba’s AI capabilities have been focused on streaming video, but we are now complemented by Semasio’s semantic analysis of the open web.

“While our competitors are faltering or shutting down, we are accelerating and doing so with the power of Gen AI as a tailwind for our business, without compromises to data protections and privacy.”

Ragovin said: “Joining forces with Samba TV empowers us to fully realise Semasio’s vision by expanding investment into our next-generation platform, which seamlessly integrates audience-based and contextual targeting with greater reach across more channels.

“I’m excited to see how Samba TV’s expertise and resources will propel Semasio to new heights.”

Pinkham added: “We’re excited to join forces with Samba TV globally to bring our capabilities to a broader audience.

“Our unified targeting approach, combined with Samba’s deep measurement insights and video viewership data, will enable advertisers to achieve greater reach and increased ability to accurately measure the results.”