Samba TV Privacy Policy · Smart TV Terms Tracker

Samba Privacy Policy Last Updated: June 24, 2026 We at Samba know you care about how your information is used and shared. This Privacy Policy (or "Policy") describes our data processing practices and your choices. The Policy applies to Samba, Inc. as well as our affiliates and subsidiaries, Samba TV UK Limited, Samba TV Poland Sp. z o.o., Samba TV Germany GmbH, Screen6 B.V., Samba TV Taiwan Branch, and Samba TV (Australia) Pty Ltd., and our corporate entities and operational branches in Portugal, Denmark, and Japan (collectively "Samba", "we", "us" or "our"). It governs Samba and Samba TV products and services ("Samba Services" or the "Services"), which include Samba Interactive TV and other Smart TV apps ("Smart TV Services"), our websites (e.g. www.samba.tv), and our mobile apps (e.g. Samba TV Mobile). This Policy also covers our products and services that may be integrated into third-party websites, mobile apps and Smart TV apps ("Integrated Services"). For our policy relating to the management and your rights regarding our web browsing data, please refer to the Semasio Privacy Policy available at: https://www.semasio.com/legal/semasio-privacy-policy. 1. Collection of Personal Data 1.1. Information You Provide Directly To Us We collect information you provide directly to us. For example, we collect information when you create an account, update your profile, engage with certain features of the Services, fill out a form, request customer support, or communicate with us. The types of information we collect may include your name, email address, phone number, interests and preferences, location, and other information you choose to provide. 1.2. Information We Collect When You Interact with Our Services We may collect information about your and/or your household's use of our Services, such as when you enable Samba Interactive TV, visit a third-party website or app that uses our Integrated Services, or interact with our ads and content. The types of information we collect include: 1.2.1. Content Viewing Information When you opt-in to our Smart TV Services, we may recognize the content played through your TV, including content played through external players or streaming devices connected to your TV ("Content Viewing Information"). We may also receive Content Viewing Information if you enable a Smart TV App that integrates our Services. Content Viewing Information includes things like the content title, actions taken while viewing the content, and the length of time the content was viewed. Please note, we are only able to recognize public content, such as certain shows and movies. We won't recognize non-public content such as home videos, for example. 1.2.2. Log Information We automatically collect standard log files when you interact with our Services, which include the time and date of access, pages or features viewed, IP address, the type of web browser you use, and the referral URL. 1.2.3. Device Information We collect information about the devices you use to interact with our Services. This device-specific information may include the hardware model and brand, operating system, device identifiers (e.g., the IDFA or Google Android Ad ID), resource usage, and error logs. We may also discover when your Smart TV is available to connect with a mobile device, which can, for example, be used to make pairing your devices easier. 1.2.4. Cookies and Other Technologies Cookies and Other Technologies: We use various technologies to collect information when you interact with our Services, or when you visit or use third-party websites and apps that use our Integrated Services. These technologies include cookies, local storage and web beacons (or pixel tags). 1.3. Information We Collect from Other Sources Where the law permits, we may also obtain information from other sources and combine that with information we collect through our Services. For example, we might obtain information from data providers and advertising exchange services, including assumed demographics and interests, and data about your engagement with certain ads. We may also obtain household or unique device identifiers (such as IP Addresses, Advertising IDs, hashed emails) from data providers, which may be combined with our data and distributed to our clients so they can better tailor their advertising and marketing, and conduct research and analytics. Our data providers are contractually bound to comply with all applicable data privacy laws before collecting and sharing such data with us. Also, if you create or log into your Samba account through a social media service, we will have access to certain information from that service based on your privacy settings and permissions. 2. Use of Personal Data We may use the information we collect to: Provide, maintain and improve our Services (for instance, we use information we collect to refine the user experience, fix service malfunctions, test our security systems and increase our technical performance); Monitor, analyze, and optimize our Services, advertising, and measurement systems to improve their effectiveness and relevance; Create a profile based on your viewership interests to personalize our Services and deliver targeted recommendations, content, and advertisements; Provide measurement and analytics services to third-party apps, websites, and advertisers to evaluate the usage of their services and the success of their ad campaigns; Communicate with you about products, services, offers and events offered by Samba or others, and provide content we think you will find interesting; Respond to your comments and questions and provide customer service; and, Detect, investigate and prevent fraudulent and other illegal activities, and protect the rights, safety and property of Samba and others. Samba's use of the information we receive about you or your household includes combining information from one device or Smart TV with information from other devices. 3. Sharing of Personal Data Samba does not share personal data that directly identifies you. We may share device IDs, advertising IDs, IP addresses, hashed/encrypted versions of your email address or other pseudonymous IDs. We may share the information we collect about you with third parties in the following circumstances: With Advertising and Analytics Partners: With your affirmative consent, we may share your data (including content viewing information) with partners and customers for advertising, measurement, and analytics purposes. This includes companies we engage to serve ads on our behalf across the internet. With Service Providers and Data Processors: We may share information with consultants, data processors, service providers and other trusted businesses who support our business operations. For Legal Reasons: We may share information in response to a legal request for information; to enforce our user agreements; or, to protect the rights, property or safety of Samba or others. With Our Corporate Family: We share data with our affiliates and subsidiaries under common control and ownership to administer and deliver our Service in accordance with this Policy. Pursuant to a Change of Control: We may also share information in connection with any merger, sale of assets, financing or acquisition of all or a portion of our business by another company. 4. Retention of Personal Data We will generally retain your personal data for as long as is needed to fulfill the purposes outlined in this Privacy Policy. However, we may retain certain information as required by applicable law (such as tax, accounting or other legal requirements). When we have no basis to continue processing your personal data, we will either delete or anonymize it in accordance with applicable laws (though we may need to retain cached or archived copies for a certain period until deletion is possible). We may store Content Viewership and Ad Exposure Information for up to three (3) years from when it was collected, unless you ask us to delete that information before then. Our cookie is set to expire in less than 13 months. Identifiers associated with your non-Samba devices (such as device IDs, mobile ad ids, IP addresses) are kept for no more than 180 days since our last receipt of such identifiers. 5. International Transfers We are based in the United States and currently have affiliates in the United Kingdom (UK), Germany, Poland, the Netherlands, Portugal, Denmark, Taiwan, Japan, and Australia. In the future Samba may also establish affiliates in other countries. To facilitate our operations and to help deliver our Services globally, we may transfer personal data to the U.S. and any other country where our affiliates, subsidiaries, vendors, consultants and service providers operate. For example, we may transfer your personal data to Samba's servers in the U.S. The countries where we may transfer your personal data might have laws which are different, and potentially not as protective as the laws of your country of residence. When we transfer your personal data abroad, we will take appropriate safeguards to protect the information in accordance with this Privacy Policy and seek to ensure that overseas recipients comply with applicable privacy laws. When we transfer personal data from the European Economic Area (EEA) or Switzerland, we ensure an adequate level of protection for the rights of data subjects by placing obligations on the recipient of the data pursuant to the standard contractual clauses approved by the European Commission. Similarly when we transfer personal data from the UK, we ensure an adequate level of protection of the rights of data subjects by placing obligations on the recipient of the data pursuant to the UK Information Commissioner's international data transfer agreement. Samba complies with the EU-U.S. Data Privacy Framework (EU-U.S. DPF), the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. Data Privacy Framework (Swiss-U.S. DPF) as set forth by the U.S. Department of Commerce. Samba has certified to the U.S. Department of Commerce that it adheres to the EU-U.S. Data Privacy Framework Principles (EU-U.S. DPF Principles) with regard to the processing of personal data received from the European Union in reliance on the EU-U.S. DPF and from the United Kingdom (and Gibraltar) in reliance on the UK Extension to the EU-U.S. DPF. Samba has certified to the U.S. Department of Commerce that it adheres to the Swiss-U.S. Data Privacy Framework Principles (Swiss-U.S. DPF Principles) with regard to the processing of personal data received from Switzerland in reliance on the Swiss-U.S. DPF. If there is any conflict between the terms in this privacy policy and the EU-U.S. DPF Principles and/or the Swiss-U.S. DPF Principles, the Principles shall govern. Note that the DPF only applies to our U.S. entity, Samba, Inc. To learn more about the Data Privacy Framework (DPF) program, and to view our certification, please visit https://www.dataprivacyframework.gov/ . In compliance with the EU-U.S. DPF and the UK Extension to the EU-U.S. DPF and the Swiss-U.S. DPF, Samba commits to resolve DPF Principles-related complaints about our collection and use of your personal information. EU and UK individuals and Swiss individuals with inquiries or complaints regarding Samba's handling of personal information received in reliance on the EU-U.S. DPF and the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF should first contact privacy@samba.tv . As part of our participation in the DPF, if you have a dispute with us about our adherence to the DPF Principles, you may address it through our internal complaint resolution process, or through the independent dispute resolution body JAMS at no cost to you. Under certain circumstances you may invoke binding arbitration for complaints regarding DPF compliance not resolved by any of the other DPF mechanisms. Please visit the following link for details: https://www.dataprivacyframework.gov/framework-article/ANNEX-I-introduction . Samba is subject to the investigatory and enforcement powers of the Federal Trade Commission (FTC). Again, to learn more about the DPF, visit https://www.dataprivacyframework.gov . Samba is responsible for the processing of personal information it receives under the EU-U.S. DPF and subsequently transfers to a third party acting as an agent on its behalf. Under some circumstances Samba may be liable for its agent processing personal data in a manner inconsistent with the DPF Principles. If you would like more information, please feel free to contact us through the email or at the address provided in Section 14 (Contact Us). 6. Security Samba takes reasonable and appropriate security measures to help protect information about you from loss, theft, misuse and unauthorized access, disclosure, alteration and destruction. 7. Your Rights In general, you have the right to access, update or delete your personal data. This means you have the right to: Be informed about the personal data we collect and how we use it. Request a copy of your personal data in a portable format. Request that we correct any errors in that information. Request that we delete your personal data. Request that we disclose to you what personal data of yours we have shared or sold to third parties. Revoke your consent or object to our sharing, processing, or selling your personal data (this is your "opt-out"). Request that we restrict the processing of your personal data. Raise concerns about our use of your personal data to our data protection officer or to the relevant data protection authorities You can exercise these rights by: adjusting the settings in the Samba products and services that you use; submitting a request through our online webform emailing us at privacy@samba.tv writing to us at the addresses listed in Section 14 (Contact US) You also have a right not to be discriminated against for exercising any of these rights, and Samba will not do so. However, please note that if you request the deletion or non-sale of your data, Services that rely on such data, such as Recommendations, may no longer function correctly. We will respond to all requests in accordance with applicable laws, which may require that you provide us with additional information to confirm your identity. This confirming information will only be used to process your request. If Samba refuses to respond to your request, we will allow you to appeal through the web platform that managed your request or emailing us privacy@samba.tv . 8. Your Choices Below are the choices we provide in connection with the practices described in this Policy. 8.1. Smart TV Services We require TV manufacturers to provide you with an opt-in to consent to and enable our Smart TV Services that collect Content Viewership Information. This opt-in will usually be presented when you first set up your Smart TV, or after your Smart TV gets a software update that includes our Smart TV Services. You should be able to opt-in or out and withdraw your consent at any time your TV is connected to the Internet. You typically can find a feature to opt-out and opt-in in the "settings" menu of your TV. It may also be in the settings menu of the application that integrates our Services. If you have trouble finding this feature, you should contact the TV manufacturer to determine the exact location. If you opt-out of our Smart TV Services, we will no longer collect TV viewing information through this service. However, we still may receive Content Viewership Information, as described above in the "Collection of Information" section, when you watch content through certain Smart TV Apps. You should review the opt-out options provided by such applications. If you cannot find the opt-out settings, please contact us at privacy@samba.tv . You may also choose to object to the use of your personal data for targeted advertising, measurement, or sharing with third parties. You may do so from the appropriate menu within your Smart TV. Note that whenever you want to unlink the data associated with your Samba Advertising ID, you can simply reset it. Please check with the TV manufacturer for the exact location of these features. If you cannot find them or your TV manufacturer has not enabled them, please contact us at privacy@samba.tv with your television's brand and model number. We will attempt to provide you with more detailed instructions on where to locate these features. If you intend to sell or otherwise give away your Smart TV, you should perform a "factory reset." This will 1) reset the Samba TV advertising ID, and 2) allow the new owner of the TV to choose whether they want to opt-in or opt-out. If you sell or give away your Smart TV without performing a "factory reset," information about the new owner may be incorrectly attributed to you. You may also find helpful information about how to opt-out of Smart TV Services and television streaming devices at Network Advertising Initiative's web page dedicated to " Internet Connected TV Choices ." 8.2 Interest Based & Tailored Advertising You may learn more about "interest-based" or "tailored" advertising, as well as pertinent self-regulatory frameworks by visiting the Network Advertising Initiative ("NAI") or the Digital Advertising Alliance ("DAA"). The NAI and DAA are industry associations that develop industry frameworks around online consumer privacy in the context of "interest-based" or "tailored" advertising. Samba is an active member of the NAI and the DAA. We adhere to the NAI's Self-Regulatory Framework and implement the DAA's opt-out mechanism: Web Browsers: You can opt-out of having Samba use your web browsing information for "interest-based" or "tailored" advertisements by visiting https://optout.aboutads.info . Mobile Devices: For the most effective and up-to-date methods to limit ad tracking on your mobile device, please refer to your mobile operating system settings to see how you can opt out of "interest-based" or "tailored" advertisements, or reset your mobile device advertiser ID to unlink information previously associated with your advertiser ID. You may also opt-out of Samba using your mobile device information for "interest-based" or "tailored advertising" through the "AppChoices" mobile application. 8.3. Cookies And Local Storage If you prefer, you can usually choose to set your browser to remove or reject browser cookies or to clear local storage. These features will prevent Samba from tracking your online behavior through our cookie. Samba also honors the Global Privacy Control. 8.4. Promotional Communications From time to time, we may send you marketing communications about our products and services, in accordance with your preferences. You may opt-out of receiving promotional messages from us at any time by following the instructions in those messages (often it will be a notice or link at the bottom of the message). 8.5. Mobile Push Notifications With your consent, we may send promotional and non-promotional push notifications or alerts to your mobile device. You can deactivate these messages at any time by changing the notification settings on your mobile device. 9. Children's Online Privacy Protection Act (COPPA) Samba does not direct any services to individuals under 18 and children are prohibited from registering for our services. Moreover, neither Samba nor its third-party business partners are able to individually identify children with any of the data that we knowingly collect or share. Nor do we run advertising campaigns directed at children. We encourage parents with questions about our privacy practices as they relate to children to contact us at privacy@samba.tv Kids Privacy Assured by PRIVO: COPPA Safe Harbor Certification. Samba is a member of the PRIVO Kids Privacy Assured COPPA Safe Harbor Certification Program ("the Program"). The Program certification applies to the digital properties listed on the validation page that is viewable by clicking on the PRIVO Seal. PRIVO is an independent, third-party organization committed to safeguarding children's personal data collected online. The PRIVO COPPA certification Seal posted on this page indicates Samba has established COPPA compliant privacy practices and has agreed to submit to PRIVO's oversight and consumer dispute resolution process. If you have questions or concerns about our privacy practices, please contact us at privacy@samba.tv . If you have further concerns after you have contacted us, you can contact PRIVO directly at privacy@privo.com . COPPA Safe Harbor Certification COPPA Safe Harbor Certification by PRIVO 10. Disclosures Pursuant to US State Privacy Laws This Section provides disclosures required pursuant to states laws enacted in the US. This section provides additional information regarding how we collect, use, and share personal data in operating our business and your rights. For purposes of this section, "personal data" has the meaning given in the applicable US State Privacy Law. 10.1 Information We Collect, Use, and Share We do not knowingly collect information from individuals under the age of 18 without parental consent. The list below summarizes, during the 12 months preceding the last update of this Privacy Policy, the categories of personal data we collect, as well as where we collect it from, how we use it, and who we share it with. More information regarding the: sources from which we collect personal data can be found in Section 1; business and commercial purposes for which we collect your personal data can be found in Section 2; categories of recipients with whom personal data is shared or sold can be found in Section 3. In the past 12 months, we have disclosed or sold IP addresses, device IDs, advertising IDs, and content and ad exposure data, as described in this Privacy Policy, to our advertising, media, and content recommendation partners, for the purposes of delivering digital advertisements and measuring content and advertising effectiveness. 10.1.1. Hashed email address, IP address, device ids, cookies, and advertising IDs Sources: You, your browser, computer, or mobile device, or Samba Smart TV Services, third party data providers. Purposes of use of PI: Communicate with you; provide and improve the Services; prevent fraud and ensure the security of your account and our services; and provide and improve advertisements and other commercial offerings both on and off the Services. Categories of third parties to whom we disclose the PI: public authorities pursuant to lawful requests, including to meet national security or law enforcement requirements; and, third party partners, such as advertisers and content producers. 10.1.2. Demographic information such as household income, age bracket, and homeownership Sources: You or, with your permission, third parties; partners such as marketing and data providers. Purposes of use of PI: Communicate with you, provide and improve the Services; prevent fraud and ensure the security of your account and our services; and provide and improve advertisements and other commercial offerings both on and off the Services Categories of third parties to whom we disclose the PI: Advertisers or companies offering services through Samba; and, public authorities pursuant to lawful requests, including to meet national security or law enforcement requirements. 10.1.3. Ad Exposure and Content Viewing information associated with your TV ID or IP Address Sources: Your Smart TV, if it has Samba Smart TV Services installed and you have opted-in to data collection. Purposes of use of PI: Provide, improve, and resolve errors in our Services; provide content recommendations; and provide and improve advertisements and other commercial offerings both on and off the Services. Categories of third parties to whom we disclose the PI: public authorities pursuant to lawful requests, including to meet national security or law enforcement requirements; and third party partners, such as advertisers or companies offering services through Samba. 10.2. Privacy Requests Metrics The table below provides Samba's metrics for responding to privacy rights requests in 2025. Privacy Requests Metrics for 2025 Request Type Received Complied with Denied Avg. Days for Response Requests to Delete 8419 8419 0 14 Requests to Know 49 49 0 11.5 Opt-out of Sale or Sharing 8120 8120 0 14.3 Request to Limit (Object to Processing) 8128 8128 0 14.3 The numbers above reflect all requests received by Samba globally, not just those from residents of any specific jurisdiction. Samba extends privacy rights globally, and does not deny requests based on the requester's residency. Samba did not receive any requests to correct. Note: Section 10.2.3 covers all opt-out requests, including those limited to sensitive personal information. When Samba receives any opt-out request we extend it to all personal information processing. Samba does not collect or process sensitive personal information. 11. General Data Protection Regulation (GDPR) If you live in the United Kingdom or Europe, this section applies to you. 11.1. Legal Bases for Collecting Personal Data We process certain information based on your consent, which you may revoke at any time, including: Smart TV Services: Requiring your affirmative opt-in consent when enabling our services and collecting data from Samba-enabled devices. Tailored Advertising and Analytics: To tailor ads based on your viewership profile and information we obtain from our advertising and media partners. Licensing Viewership Data: To license viewership data to trusted third-party data partners, who may use it for advertising or analytics purposes. Ad Campaign Performance: As dictated by the platform, application, or publisher's consent framework, we rely on your consent to measure and analyze ad performance. We may process personal data in furtherance of the following legitimate interests: Ad Campaign Performance: As permitted under applicable industry frameworks, to measure and analyze ad performance on behalf of advertisers and partners to monetize our Services. Safety and Security: To ensure our Services are secure, protect against fraud, spam, and abuse, and enhance security protections. Corporate Operations: To share data with our affiliates and companies under common control to efficiently run our business. Privacy Compliance: To store and communicate consumer privacy choices to ensure we process data according to user preferences. Marketing Communications: To market and promote our Services to you. We may process personal data in order to comply with a legal obligation, a court order, or to exercise and defend legal claims. For example, we may preserve and disclose personal data if it is necessary to respond, based on applicable law, to a valid legal request (e.g. a subpoena, search warrant, court order, or other binding request from government or law enforcement). 11.2. Your Rights You have the right set forth in Section 7 above. You can exercise these rights by submitting a request via our webform or emailing privacy@samba.tv . Additional information on how to exercise these rights may be found in Section 7. 11.3. Third-Party Controllers The data controller responsible for your personal data is Samba, Inc. in the United States. We may share your data with trusted business partners for purposes consistent with this privacy policy. Samba may also share your personal data with public authorities, including to meet national security or law enforcement requirements. The specific businesses with whom we share personal data pursuant to controller-to-controller agreements are: Comscore, Inc. - To learn more about how Comscore may process your data or to exercise your privacy rights, please review the Comscore Privacy Policy or send an email to privacy@comscore.com . The Trade Desk - To learn more about how The Trade Desk may process your data or to exercise your privacy rights, please review the The Trade Desk Privacy Policy or send an email to privacy@thetradedesk.com . MiQ Digital Ltd. - To learn more about how MiQ Digital may process your data or to exercise your privacy rights, please review the MiQ Digital Privacy Policy or send an email to privacy@miqdigital.com . Beintoo S.p.A. - To learn more about how Beintoo S.p.A. may process your data or to exercise your privacy rights, please review the Beintoo S.p.A. Privacy Policy or send an email to privacy-group@beintoo.com . Smartclip Hispania S.L. - To learn more about how Smartclip Hispania may process your data or to exercise your privacy rights, please review the Smartclip Privacy Goals or send an email to privacy@smartclip.tv . Innovid, LLC - To learn more about how Innovid, LLC may process your data or to exercise your privacy rights, please review the Innovid Privacy Policy or send an email to privacy@innovid.com . Kinetiq, Inc. - To learn more about how Kinetiq, Inc. may process your data or to exercise your privacy rights, please review the Kinetiq Privacy Policy or send an email to privacy@iq.media . Yahoo!, Inc. - To learn more about how Yahoo!, Inc. may process your data or to exercise your privacy rights, please review the Yahoo Privacy Policy or send an email to dpo-contact@yahooinc.com . Roku, Inc. - To learn more about how Roku, Inc. may process your data or to exercise your privacy rights, please review the Roku Privacy Policy or send an email to privacy@roku.com . Expedia, Inc. - To learn more about how Expedia, Inc. may process your data or to exercise your privacy rights, please review the Expedia Privacy Policy or contact them by visiting Expedia's privacy portal . Mediascale GmbH - To learn more about how Mediascale GmbH may process your data or to exercise your privacy rights, please review the Mediascale Privacy Policy or send an email to datenschutz@legaldata.law . Xperi - To learn more about how Xperi may process your data or to exercise your privacy rights, please review the Xperi Privacy Policy or send an email to privacyrequest@xperi.com . 12. Australian Privacy Act of 1988 If you live in Australia, this Privacy Policy constitutes our notice of privacy practices under the Australian Privacy Act, including your rights, as set forth in section 7 above. In addition, the specific businesses with whom we share personal data are: MiQ Digital Australia Pty Ltd. Please visit www.samba.tv/users/third-party-partners for more information on MiQ Australia Pty Ltd. handling of your data. Expedia, Inc. - To learn more about how Expedia, Inc. may process your data or to exercise your privacy rights, please review the Expedia Privacy Policy or contact them by visiting Expedia's privacy portal . Yahoo!, Inc. - To learn more about how Yahoo!, Inc. may process your data or to exercise your privacy rights, please review the Yahoo Privacy Policy or send an email to dpo-contact@yahooinc.com . None of the personal data we collect is 'sensitive information' under the Australian Privacy Act, and we will not collect any sensitive information from you in connection with our Services. 13. Changes We may change this policy from time to time. If we make changes, we will revise the date at the top of the policy and provide notice. Such notice may take various forms, such as updating the date on the top of the policy, adding a statement to our website, sending you an email, or providing an on-screen notification on your Smart TV. 14. Contact Us If you have any questions or complaints regarding this policy or about Samba's privacy practices, please contact us at privacy@samba.tv , or at: Samba, Inc. (ATTN: Privacy) 118 King Street Suite 110 San Francisco, CA 94107 USA You may also contact our Data Protection Officer at: Vincent Rezzouk-Hammachi Bird & Bird Privacy Solutions Avenue Louise 235 Box 1 1050 Brussels, Belgium dpo.sambatv@twobirds.com We will respond to all inquiries in accordance with the applicable data privacy laws. In the United Kingdom and European Union, you also have the right to complain to a data protection authority ("DPA") about our collection and use of your personal data. Please contact your local DPA in the UK, EU, or the Swiss Federal Data Protection and Information Commission, as appropriate.