Samba TV acquires Axwave

Founded in 2012, the company’s technology is used to detect, extract and tag TV spot occurrences across linear and over-the-top TV, through panels in the US and Europe.

The acquisition will also bring Axwave’s commercial scheduling, metadata and currency grade cross-media panel management and analysis.

The financial terms of the deal were not disclosed. The company secured funding from cable company Liberty Global in April 2018 and Series B financing from companies including Disney and Warner Media in 2017.

Samba will add Axwave’s TV spot detection to its causal TV attribution tool, which measures what TV strategies increase advertising effectiveness.

Ashwin Navin, co-founder and CEO of Samba TV, said: “With this acquisition, we’re not only adding a team of exceptional technologists, we’re also solving a major industry challenge by providing the world’s most robust and accurate TV ad schedule for global brands.”