Omnicom Media has teamed up with Samba TV, the global leader in AI-powered media intelligence, to launch India’s first advanced Smart TV data partnership-an initiative set to redefine how brands plan, measure, and activate media using real-time TV viewership insights.

This first-to-market collaboration marks a significant milestone for India’s fast-growing advertising industry. By integrating Samba TV’s robust Smart TV data ecosystem with Omnicom’s end-to-end planning and activation platform, Omni, advertisers will now gain access to deeper, more granular analytics that reflect evolving consumer viewing habits across platforms.

The partnership is already in motion, with several test projects active and major tier-1 advertisers participating in field trials. Early adoption signals a strong demand for greater transparency, precision, and data-driven decision-making in premium media environments.

At the core of the initiative is Samba TV’s extensive ACR (Automatic Content Recognition) technology, which collects real-time viewership data from millions of Smart TVs. This provides advertisers with unprecedented visibility into audience behavior, content consumption, campaign impact, and overall media performance.

By combining Samba’s advanced data intelligence with Omnicom’s market-leading tools, the collaboration is expected to set a new benchmark for accountable and insight-rich advertising in India. Both companies believe the partnership will accelerate the industry’s shift toward smarter, more measurable, and highly effective media strategies-ultimately shaping the future of TV advertising in the country.