Key Takeaways:
- Project Gravity matches first-party data against Samba’s Identity Graph and pushes one deterministic identifier into 40+ major platforms, to activate the same audience across DSPs, SSPs and walled gardens.
- Built for AI agents making thousands of decisions per second, the platform resolves identity in real time and enables targeting, suppression, frequency capping and signal monetization in a privacy-compliant way.
Samba TV, a global leader in artificial intelligence (AI)-driven media intelligence, announced the formation of Project Gravity, an independent platform that provides data onboarding and activation.
Project Gravity matches advertisers’ first-party data against Samba’s Identity Graph, which assigns an identifier that is integrated into over 40 of the world’s leading advertising platforms, including DSPs, SSPs, and walled gardens. The platform enables signal monetization and identity resolution, allowing advertisers to optimize campaigns for targeting, suppression, frequency capping and more in a privacy-compliant manner.
The new offering is built for the agentic era of advertising, according to Samba TV officials. As advertisers increasingly hand the steering wheel of media buying to AI agents that make thousands of decisions per second, those agents are only as smart as the identity and audience data they can resolve in milliseconds.
Samba TV’s Ashwin Navin Comments
Project Gravity is engineered for that future from the first line of code: identity resolution at vector-database speed, AI-driven audience modeling that improves as signals evolve.
“Samba developed its own data onboarding because our data needed to reach platforms around the world on a real-time basis with a high degree of accuracy for identity resolution,” said Ashwin Navin, CEO and Co-Founder of Samba TV, in a statement. “We couldn’t find a solution, so we built it. Samba has been also sharing it with some of the largest agencies and data owners, and we are now investing more aggressively in it to accelerate the evolution of agentic AI.”
What Project Gravity Means for Advertisers and Data Owners
Samba TV provides comprehensive analytics, audiences, and measurement to the world’s largest brands, agencies, and media companies. Powered by proprietary first-party data spanning broadcast, linear TV, streaming, and digital platforms, Samba TV delivers independent, cross-platform insights that help advertisers understand and optimize their media investments across every screen and every vendor. The benefits for Project Gravity to Advertisers and Data Owners include:
- One source of truth across every major buying platform. Activate the same deterministic audience on Google DV360, The Trade Desk, Meta, Amazon, Magnite, PubMatic, OpenX, Index Exchange, and others leading advertising platforms.
- AI-native audience expansion. Vector-based modeling produces richer similarity and better scale than rules-based heuristics, and improves automatically as the underlying signals evolve.
- Built for agentic advertising. When brands hand audience decisions to AI agents, Projects Gravity resolves identity and serves audiences in real-time for those agents.
- Independent of media buying. Project Gravity is a platform unaffiliated with media inventory, making data work harder and more effectively for advertisers, wherever they buy.
Project Gravity is part of Samba’s broader media intelligence platform, which connects insights, measurement, and activation for the world’s largest brands on every major DSP and SSP, linear and streaming TV, audio, and out-of-home. Over a dozen leading agencies and data owners, such as Acxiom, have already been leveraging Project Gravity to model, enrich, and activate their first party data globally.
