New York: Magnite, an independent sell-side advertising platform, has announced an expanded global partnership with Samsung Ads, the advanced advertising division of Samsung Electronics. The renewed collaboration aims to accelerate audience addressability and data-driven advertising in the rapidly growing streaming TV space.
Building on a successful partnership that resulted in double-digit gross revenue growth for Samsung Ads on the Magnite Streaming SSP from 2023 to 2024, the companies will now deepen their collaboration through Magnite Access. This technology solution enables media owners to better manage and activate behavioral audience data across Magnite platforms, increasing targeted impression volume and driving higher CPMs and overall revenue.
The announcement comes as Samsung Ads continues to scale its global presence. It holds the largest single source of TV data in the U.S., attained through user consent, and has seen rapid adoption of Samsung TV Plus—its free ad-supported TV (FAST) and on-demand (AVOD) service—which boasts 88 million monthly active users globally. Samsung TV Plus has recently expanded into Southeast Asia with launches in Singapore, the Philippines, and Thailand, where Magnite now facilitates programmatic access to Samsung inventory for the first time.
“Alongside the rapid growth of our ads business, Magnite has been an instrumental partner helping us build custom technology to improve our programmatic monetization,” said Joe Melaragno, Head of Channel Sales at Samsung Ads. “Our collaboration with Magnite has led to a number of breakthroughs including simplified genre targeting to support contextual advertising, improved forecasting capabilities, and a significant reduction in timeouts to complement our rapid viewership growth on Samsung TV Plus. We’re very excited to see how Magnite Storefront within the Magnite Access suite can bring additional value to our data capabilities and further empower our sales team to deliver best-in-class solutions for advertisers.”
“As ad-supported streaming continues to rise in popularity, Samsung Ads is at the forefront of delivering best-in-class experiences to viewers worldwide,” added Ryan Kenney, SVP, Streaming Platform at Magnite. “We’re pleased to continue our collaboration with Samsung Ads to bring high-quality streaming TV advertising to more programmatic buyers and to make audience-based buying more prevalent and effective in this environment.”
With audience addressability becoming increasingly critical in the evolving streaming ecosystem, this strategic partnership between Samsung Ads and Magnite reinforces both companies’ commitment to innovation, transparency, and delivering impactful, data-driven advertising solutions on a global scale.
