Interpublic Buys Stake in Analytics Startup Samba TV

New York Times: The Interpublic Group of Companies is buying a minority stake in Samba TV, a start-up that provides television analytics, part of the advertising giant’s effort to understand how consumers are watching television. Samba TV maintains hundreds of cable boxes in data centers in different time zones to monitor what is showing on every TV channel. The company also collects real-time data on viewership for traditional and streaming TV using software installed on cable boxes, smart TVs and mobile devices in homes across the country.