Samsung Ads, the advertising division of Samsung Electronics, has expanded its global partnership with sell-side platform Magnite to improve audience addressability on streaming TV.
Samsung Ads will leverage the Magnite Access product to manage behavioural audience data across Magnite platforms. Access is Magnite’s suite of omnichannel audience products which aims to simplify how media owners and advertisers maximise the effectiveness of their data assets.
“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. 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.”
Samsung TV Plus, Samsung’s free, ad-supported TV and video on-demand service, recently launched in Singapore, the Philippines, and Thailand, with Magnite facilitating programmatic access to this inventory for the first time in the region.
“As ad-supported streaming continues to rise in popularity, Samsung Ads is at the forefront of delivering best-in-class experiences to viewers worldwide,” said 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.”
*Magnite is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
