Samsung Ads is to adopt Magnite Access to monetise and activate data.
The largest independent sell-side advertising company has announced an expanded global partnership with the advanced advertising division of Samsung Electronics.
Between 2023 and 2024, Samsung Ads saw double-digit percentage gross revenue growth on the Magnite Streaming SSP because of their collaboration.
Magnite Access helps media owners like Samsung Ads increase the volume of targeted impressions in Magnite’s exchanges and drive higher CPMs and revenue.
“Alongside the rapid growth of our ads business, Magnite has been an instrumental partner helping us build custom technology to improve our programmatic monetisation,” 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.”
“As ad-supported streaming continues to rise in popularity, Samsung Ads is at the forefront of delivering best-in-class experiences to viewers worldwide,” adds 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.”
Samsung TV Plus, Samsung’s free ad-supported TV (FAST) and on-demand (AVOD) service, has 88 million monthly active users and recently launched in Singapore, the Philippines, and Thailand, with Magnite facilitating programmatic access to this inventory for the first time in the region.
