Liberty Global has invested $7.5 million (€6.67m) in the television data company Samba TV.
With the help of Liberty Global, Samba TV will use the investment to develop its services internationally.
Samba TV uses data from social media, connected devices and set-top boxes to help clients measure television viewing and understand its impact on consumer and purchasing behaviour. Its technology is embedded in millions of smart TVs that works with a US national panel to measure TV and digital ad exposure for each household.
Ashwin Navin CEO and co-founder of Samba TV, said: The television markets in Europe are ready for the next generation TV experience and business model built on better data and greater personalization for consumers. Our work with Liberty Global and its partners, will enable us to reach even more clients interested in rolling out pioneering audience-based advertising models – and deliver those clients even more effective cutting-edge products and solutions”.
The new funding joins $30 million already raised from Union Grove Venture Partners, Time Warner, Disney, Interpublic Group, MDC Ventures, A+E Networks and others in a Series B round in 2017.