Samsung Ads expands partnership with Magnite to enhance streaming TV audience addressability

The sell-side advertising company, Magnite has expanded its partnership with Samsung Ads, the advertising division of Samsung Electronics. From 2023 to 2024, Samsung Ads saw a double-digit gross revenue growth on the Magnite Streaming SSP because of their collaboration.

Samsung Ads will leverage the Magnite Access product to better manage its behavioural audience data across Magnite platforms and strengthen audience addressability in streaming. Magnite Access helps media owners like Samsung Ads increase the volume of targeted impressions in Magnite's exchanges and drive higher CPMs and revenue.

“Magnite has been helping us build custom technology to improve our programmatic monetisation. Our collaboration has led to many breakthroughs including simplified genre targeting to support contextual advertising, improved forecasting capabilities, and a reduction in timeouts to complement our viewership growth on Samsung TV Plus. Magnite Storefront within the Magnite Access suite can bring value to our data capabilities and empower our sales team to deliver best-in-class solutions for advertisers,” said Joe Melaragno, head of channel sales at Samsung Ads.

Samsung Ads has cultivated the largest single source of TV data in the US market obtained with user consent. Samsung TV Plus, Samsung’s free ad-supported TV (FAST), and on-demand (AVOD) service have 88 million monthly active users. Magnite will facilitate programmatic access to this inventory for the first time in the region including Singapore, the Philippines, and Thailand.

Magnite was in the news recently for its appointment of Sahil Bansal as the country lead for India with responsibility for sales and business development. The company tied up with X to boost its programmatic ad sales. It also unveiled an audience activation solution designed to boost its advertising reach. “Ad-supported streaming continues to rise in popularity. Samsung Ads has been delivering best-in-class experiences to viewers worldwide. Our collaboration with Samsung Ads brings high-quality streaming TV advertising to programmatic buyers and to make audience-based buying more prevalent and effective in this environment,” said Ryan Kenney, SVP, streaming platform at Magnite.