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International cable company Liberty Global has invested $7.5m in Samba TV, a data and analytics firm that uses integrated TV data from multiple sources to help advertisers and broadcasters understand the viewership habits of today’s consumers.

According to Samba TV, the funding will be used to expand the San Francisco-based company’s TV audience platform footprint and “bring essential TV insights making audiences more addressable and measurable for agencies, brands and broadcasters across the world.” Liberty Global operates in 12 European countries under the brands Virgin Media, Unitymedia, Telenet and UPC.

Last year, Samba TV secured Series B financing from Union Grove Venture Partners, Time Warner, Interpublic Group, MDC Ventures and A+E Networks.

“The television markets in Europe are ready for the next generation TV experience and business model built on better data and greater personalization for consumers,” said Ashwin Navin, chief executive and co-founder of Samba TV, in a statement. “Our work with Liberty Global and its partners, will enable us to reach even more clients interested in rolling out pioneering audience-based advertising models – and deliver those clients even more effective cutting-edge products and solutions.”

John Paul, managing director of advanced advertising and data at Liberty Global, added: “Samba are true pioneers in the field of advanced advertising and we're excited to be working with them as they expand their business in Europe. We look forward to working together to match their market-leading expertise in targeted advertising and consumer insight with the reach of our best-in-class broadband and video services.”