--- title: Samba Knowledge Graph (SKG Whitepaper) description: Learn how Samba applies knowledge graph architecture validated by Google and Netflix to unify TV, web, and identity data into AI-ready media intelligence. image: https://info.samba.tv/hubfs/SKG_Featured_Image.png --- [Skip to content](https://info.samba.tv/samba-knowledge-graph-skg-whitepaper#main-content) [![Samba Logo 2026_02](https://info.samba.tv/hs-fs/hubfs/Social/Samba%20Logo%202026_02.png?width=6764&height=1144&name=Samba%20Logo%202026_02.png "Samba Logo 2026_02")](https://www.samba.com) [Resources](https://samba.com/insights-resources) [Solutions](https://samba.com/advertisers) [Contact Sales](https://info.samba.tv/samba.tv/business/contact) Whitepaper The Samba Knowledge Graph: Powering the Next Generation of Media Intelligence By Ashwin Navin (CEO, Samba) & Satya Raje (VP of Data Science, Samba) ![LinkedIn Feed Square](https://info.samba.tv/hs-fs/hubfs/LinkedIn%20Feed%20Square.png?width=2000&height=2000&name=LinkedIn%20Feed%20Square.png "LinkedIn Feed Square") The State of Advertising Webinar: What’s Working, What’s Wasted, and What’s Next **Thursday, August 21, 2025** 11:00 AM - 11:30 AM PT / 2:00 PM - 2:30 PM ET Ad spend is on the rise, with **68% of the top 100 advertisers** increasing their budgets in the first half of 2025. But where is all that money going, and more importantly, is it reaching the right people? Join Samba's upcoming webinar as we cut through the noise of today’s advertising landscape to reveal which brands are dominating, what’s leading to ad waste, and how to transform your next campaign with winning strategies. We’ll unpack the latest trends and key insights from our State of Advertising report, including the explosion of ad-supported streaming, what's *really* fueling growth on linear TV, and eye-opening insights into who's actually seeing your ads across demographics. ### **Key Takeaways:** - Discover the game-changing ad strategies that distinguish industry leaders from their competitors - See where the real ad dollars are flowing and why it matters to your brand - Understand how ad-supported streaming is creating massive new opportunities - Gain a clear picture of how ad impressions are landing across diverse audiences - Get actionable takeaways for transforming your advertising strategy to keep up with the latest trends - And more! Don't miss your chance to get an indepth look at the strategies fueling smarter campaigns in 2025!  Ad spend is on the rise, with **68% of the top 100 advertisers** increasing their budgets in the first half of 2025. But where is all that money going, and more importantly, is it reaching the right people? Join Samba's upcoming webinar as we cut through the noise of today’s advertising landscape to reveal which brands are dominating, what’s leading to ad waste, and how to transform your next campaign with winning strategies. We’ll unpack the latest trends and key insights from our State of Advertising report, including the explosion of ad-supported streaming, what's *really* fueling growth on linear TV, and eye-opening insights into who's actually seeing your ads across demographics. ### **Key Takeaways:** - Discover the game-changing ad strategies that distinguish industry leaders from their competitors - See where the real ad dollars are flowing and why it matters to your brand - Understand how ad-supported streaming is creating massive new opportunities - Gain a clear picture of how ad impressions are landing across diverse audiences - Get actionable takeaways for transforming your advertising strategy to keep up with the latest trends - And more! Don't miss your chance to get an indepth look at the strategies fueling smarter campaigns in 2025!  12+ hours of daily attention. Hundreds of streaming apps. Billions of signals. Traditional databases weren't built for this. The Samba Knowledge Graph was. **What you'll learn inside:** - Why relational databases collapse when you try to model household-content-behavior relationships at scale - How a formal ontology transforms raw viewing and web signals into AI-ready intelligence - How Samba fuses deterministic TV data, web behavior, and 1.5B+ connected identities into a single semantic layer - What predictive consumer intelligence looks like when your graph doesn't just store data, it reasons over it - Why Google, LinkedIn, and Netflix all bet on knowledge graphs, and how Samba applies the same architecture to media The winners won't have the most data. They'll have graphs that actually understand behavior. Read the whitepaper now. [![Samba Logo 2026_01](https://info.samba.tv/hs-fs/hubfs/Logos/Samba%20Logo%202026_01.png?width=6764&height=1144&name=Samba%20Logo%202026_01.png "Samba Logo 2026_01")](http://samba.tv/business) The global leader in AI media intelligence [facebook-f icon](https://www.facebook.com/sambatelevision/) [linkedin-in icon](https://www.linkedin.com/company/free-stream-media-corp-/) [twitter icon](https://x.com/samba_tv) [instagram icon](https://www.instagram.com/sambatv/) Copyright © 2026, Samba TV