Magnite, the world’s largest independent sell-side advertising platform, has announced the expansion of its global partnership with Samsung Ads, the advertising arm of Samsung Electronics. Building on significant growth from 2023 to 2024, this collaboration aims to push the boundaries of programmatic advertising in the streaming ecosystem. The alliance is focused on advanced audience targeting, improved monetization, and global scalability.

Partnership Highlights

• Sustained Revenue Growth

  • Samsung Ads experienced double-digit percentage gross revenue growth on the Magnite Streaming SSP.

  • Growth reflects the effectiveness of the ongoing collaboration between the two companies from 2023 to 2024.

• Enhanced Audience Addressability

  • Samsung Ads will utilize Magnite Access to better manage and activate behavioral audience data.

  • The tool allows Samsung Ads to boost targeted impressions, enhance CPMs, and generate higher revenue across Magnite’s platforms.

• Strengthening Programmatic Infrastructure

  • Magnite Access will serve as a pivotal element in scaling Samsung’s programmatic capabilities.

  • Supports better monetization strategies and data utilization through advanced technology.

Samsung’s Global Expansion and Data Strength

• Dominance in the U.S. Market

  • Samsung Ads now holds the largest single source of TV data in the U.S., built on consumer consent.

  • This dataset forms the backbone of its advertising precision and scale.

• Rapid Growth of Samsung TV Plus

  • Samsung TV Plus now reaches 88 million monthly active users.

  • The free ad-supported TV (FAST) and on-demand (AVOD) service continues to grow globally, with recent launches in Singapore, the Philippines, and Thailand.

  • For the first time in these regions, programmatic access is being enabled via Magnite.

Technology-Driven Advertising Breakthroughs

• Custom Solutions and Monetization Tools

  • Magnite has supported Samsung Ads with custom tech to optimize monetization strategies.

  • Tools include:

    • Simplified genre targeting for contextual advertising.

    • Advanced forecasting capabilities to improve planning accuracy.

    • Major reductions in timeouts, which support better viewer experiences during high-traffic periods.

• Magnite Storefront Integration

  • Part of the Magnite Access suite, Magnite Storefront offers enhanced data value and operational flexibility.

  • Empowers Samsung Ads’ sales teams with tools to craft best-in-class advertiser solutions.

Industry Perspective

• Leadership Commentary

  • Joe Melaragno, Head of Channel Sales at Samsung Ads:
    “Our collaboration with Magnite has led to breakthroughs that enhance programmatic monetization and elevate viewer engagement.”

  • Ryan Kenney, SVP, Streaming Platform at Magnite:
    “We’re proud to advance our partnership and help scale audience-based buying in the growing ad-supported streaming landscape.”

As ad-supported streaming gains global traction, the extended partnership between Magnite and Samsung Ads signals a deeper investment in scalable, data-driven programmatic advertising. With enhanced addressability, global inventory expansion, and advanced monetization tools, both companies are set to redefine how streaming ads are bought, sold, and experienced.