Samba TV Hires Ex-Roku Executive Tim Natividad

Analytics firm Samba TV April 14 announced the appointment of Tim Natividad to SVP of agency and brand solutions, an executive position to bolster the company’s relationship with marketers around the world. Natividad previously held senior management positions at Roku, Amazon and Google.

Tim Natividad

“We admire Tim’s track record of scaling global technology platforms that benefit marketers, the platform, and consumers,” Ashwin Navin, co-founder/CEO of Samba TV, said in a statement. “We look forward to bringing his seasoned leadership and counsel to our agency and brand clients as they navigate the transition from traditional to connected television, with a more scientific approach to advertising.”

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Before Samba TV, Natividad was the head of performance advertising at Roku, where he focused on digital advertising solutions, including real-time measurement, targetability, and flexible buying models.

Natividad also served as the head of global search and performance advertising sales at Amazon at a time when e-commerce giant was making its first foray into advertising sales. While at Amazon, Natividad built Amazon’s search advertising business into $1 billion global business. At Google, he managed teams delivering video and display advertising solutions, as well as insights measuring the performance of advertising.

“From the outside in, what always struck me and my colleagues about Samba was the company’s innate ability to move quickly and monetize successfully in a market that is constantly shifting,” Natividad said in a statement. “Their leadership as a first-party data provider in this accelerating CTV space is unrivaled by others in the market, and the advertising industry has taken note.”