• Samba TV launched Project Gravity, positioning it as an independent data activation platform aimed at improving how advertisers use first-party data across major ad-buying venues.
• The move targets growing demand for faster, more consistent identity matching as media buying shifts toward AI-driven decisioning, a change that can reshape campaign efficiency and measurement.
• By separating data activation from media inventory, the platform is designed to reduce dependence on any single buying channel, strengthening advertisers’ leverage across walled gardens and open-market platforms.
• Samba TV framed the platform as a competitive differentiator built to scale globally, with more than a dozen agencies and data owners already using it for audience modeling and activation.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Samba TV Inc. published the original content used to generate this news brief on May 21, 2026, and is solely responsible for the information contained therein.