X and Samba Launch Outcomes Measurement for Entertainment Advertisers
X and Samba have launched an outcomes measurement tool for entertainment advertisers: the conversion lift across six streaming campaigns was 55%.
X and adtech platform Samba have introduced an outcomes measurement tool focused on the entertainment industry. The new solution has already shown a 55% lift in conversions across six measured streaming campaigns, the companies told Marketing Brew in an exclusive interview.
The partnership gives X advertisers access to Samba's data and measurement tools. Advertisers will be able to see how their campaigns drove X users to take specific actions — buying a movie ticket or subscribing to a streaming service.
Advertisers will be able to use the resulting data to optimize campaigns and improve their performance. In addition, the solution will help deduplicate media buys — that is, eliminate duplicate audience reach when advertising across multiple platforms.
X's advertising platform has undergone a large-scale rebuild powered by artificial intelligence. The company began rolling out the new version of the platform in April 2026, TechCrunch reported.
"X is the global town square, a real-time forum where cultural trends are shaped by influential posts and amplified by public conversation and paid promotion," said Ashwin Navin, CEO and founder of Samba, in a press release. "Advertisers increasingly want to understand not only who saw their campaigns or engaged with them, but whether those campaigns prompted audiences to behave differently than they would have without them. As part of our partnership, X and Samba will work together to help entertainment marketers optimize their investments in X."
Not the First on the Market
X is joining a number of media companies that have expanded their outcomes measurement tools this year. In July, Fox partnered with iSpot: the partnership allows advertisers to see whether their campaigns led to a store visit or a movie ticket purchase.
In March, AMC Networks brought on Fandango, iSpot, and data analytics platform Cuebiq. These solutions show advertisers how their campaigns on AMC's platforms convert into actions — for example, ticket sales through Fandango.
Entertainment marketers now have a whole suite of outcomes measurement tools at their disposal. Competition for ad budgets in the vertical continues to intensify.
Source: Marketing Brew; Source: techcrunch.com
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