# Samba TV, Inc.
> Samba TV · San Francisco, California
- Profile type: Company
- Profile status: baseline
- Last updated: 2026-05-03T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/companies/samba-tv/
- Also known as: Samba TV, SambaTV, Flingo
## Summary
Samba TV is an independent automatic content recognition (ACR) and TV measurement company whose software is embedded in smart TVs from roughly two dozen OEMs, supplying viewership data and cross-screen attribution to advertisers, agencies, and platforms.

## Company facts

- Founded: 2008
- Headquarters: San Francisco, California
- Domain: samba.tv
- CEO: ashwin navin (https://thestateofstreaming.com/people/ashwin-navin/)


## Key facts

- Samba TV was founded in 2008 (originally as Flingo) by co-founders including Ashwin Navin, who serves as CEO, and is headquartered in San Francisco. — Wikipedia: https://en.wikipedia.org/wiki/Samba_TV
- Samba TV's ACR software is embedded across roughly 24 smart TV OEM brands, with the company citing reach across more than 100 countries. — Samba TV: https://www.samba.tv/business/company
- Samba TV filed for a U.S. IPO under the proposed NYSE ticker SMBA in late 2021, then withdrew the offering on May 13, 2022 and remains privately held. — Renaissance Capital: https://www.renaissancecapital.com/IPO-Center/News/92613/Advertising-and-analytics-software-maker-Samba-TV-withdraws-$75-million-IPO
- Samba TV reported $123 million in revenue for the 12 months ended September 30, 2021, per its S-1 filing with the SEC. — SEC S-1 Filing: https://www.sec.gov/Archives/edgar/data/1542022/000119312521330633/d179999ds1.htm
- Samba TV acquired contextual web-intelligence firm Semasio in October 2024, positioning itself as a combined first-party TV-and-web data provider. — Wikipedia: https://en.wikipedia.org/wiki/Samba_TV
- Samba TV acquired AI startup Disruptel in November 2022 to extend its ACR-based content recognition and conversion measurement capabilities. — AdExchanger: https://www.adexchanger.com/digital-tv/samba-tv-acquires-ai-startup-disruptel-to-boost-its-acr-based-measurement/


## Related

- ashwin navin (Co-founder & CEO) — https://thestateofstreaming.com/people/ashwin-navin/
- lg ad solutions (ACR competitor (independent)) — https://thestateofstreaming.com/companies/lg-ad-solutions/
- vizio (ACR competitor (Inscape, Vizio subsidiary)) — https://thestateofstreaming.com/companies/vizio/
- samsung electronics (ACR competitor (first-party OEM data)) — https://thestateofstreaming.com/companies/samsung-electronics/
- acr automatic content recognition (Core technology category) — https://thestateofstreaming.com/tech/acr-automatic-content-recognition/


## External coverage

- Samba TV: About Samba TV (https://www.samba.tv/business/company)
- 2021-11-15 — U.S. Securities and Exchange Commission: Samba TV S-1 Registration Statement (https://www.sec.gov/Archives/edgar/data/1542022/000119312521330633/d179999ds1.htm)
- 2022-11-08 — AdExchanger: Samba TV Acquires AI Startup Disruptel To Boost Its ACR-Based Measurement (https://www.adexchanger.com/digital-tv/samba-tv-acquires-ai-startup-disruptel-to-boost-its-acr-based-measurement/)
- FreeWheel: FreeWheel Selects Samba TV as Premier ACR Partner (https://www.freewheel.com/news/freewheel-selects-samba-tv-as-premier-acr-partner)
- 2024-01-08 — Samba TV: Samba TV and HyphaMetrics Announce Exclusive Integration of Viewership Data (https://www.samba.tv/press-releases/samba-tv-and-hyphametrics-announce-exclusive-integration-of-viewership-data-and-cross-media-panel-to-form-the-most-unified-dataset-in-the-market)

## Profile
Samba TV sits in the independent ACR layer of the connected-TV stack, alongside LG Ad Solutions and Vizio's Inscape — but unlike those two, it isn't tethered to a single device manufacturer. Its viewership panel is stitched together across roughly two dozen smart-TV OEMs, which is the structural argument for its data: cross-brand rather than walled-garden. That positioning matters as the measurement-currency conversation moves past Nielsen and as buyers shop ACR-derived datasets for planning, attribution, and incremental reach work.

The company's commercial profile has been visible since its 2021 S-1, which disclosed $123 million in trailing revenue before the IPO was pulled in May 2022. Subsequent moves — Disruptel for AI-driven content recognition, Semasio for contextual web data — pushed Samba beyond pure ACR toward a combined TV-and-web first-party data narrative pitched to agencies and DSPs.

## Tags

- acr
- measurement
- ctv
- smart-tv
- audience-data
- attribution
- private-company

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