Samba TV has appointed Kelly Barrett as its new Senior Vice President of Product Management, tasking the veteran product leader with overseeing global product strategy across its analytics and audience solutions portfolio as the company deepens its focus on AI-driven measurement.
Barrett will report directly to Ashwin Navin, the co-Founder and CEO of Samba TV, and will lead product management initiatives spanning the company’s data, measurement and audience platforms.
As part of her job duties, Samba TV said Barrett will help the company “rapidly hire product management and design leadership team and, adjacent to that, data science and engineering.”
The appointment comes as media and advertising companies increasingly adopt agentic AI and large language models to inform planning, buying and measurement. Samba TV said many current measurement systems still rely on probabilistic data models that can introduce accuracy challenges, positioning its deterministic data approach as a differentiator in a shifting market.
Samba’s dataset is built on opted-in signals collected from tens of millions of connected TVs and billions of web users across more than 50 countries. That data feeds the company’s Samba AI and Knowledge Graph, which it says enables more precise training and inference for models designed to reflect real user behavior, interests and purchase intent at scale.
“Our industry is rapidly transforming itself with agentic AI at the core, and we are thrilled to have Kelly at the helm to shepherd in new approaches to building brands for the 21st century and beyond,” Navin said in a statement. “No one is better than Kelly for this role, given her experience guiding the industry shift to big data, clean rooms and cross platform measurement.”
Barrett joins Samba TV with more than 20 years of experience in product leadership roles across measurement and analytics. Most recently, she served as the Senior Vice President of Product Management at Comscore, where she oversaw teams focused on data infrastructure, identity, governance and AI enablement.
Earlier in her career, Barrett held leadership roles at Truthset, where she worked on product and go-to-market strategy related to data quality, and at LiveRamp, where she led product marketing for identity solutions.
“Samba has built something the industry genuinely needs right now: deterministic media intelligence for more than a billion opted-in users across TV and web,” Barrett said. “Because of its first-party data from signals that we actually create, Samba has the foundation for building analytics and audience products that actually scale across the world.”
