Samsung Ads and Magnite Expand Global Partnership to Advance Audience Addressability in Streaming TV

Magnite , the world’s largest independent sell-side advertising platform, announced the deepening of its global partnership with Samsung Ads, the advanced advertising division of Samsung Electronics. This enhanced collaboration builds on the strong momentum achieved between 2023 and 2024, during which Samsung Ads experienced double-digit gross revenue growth through the Magnite Streaming SSP.

As part of the expanded partnership, Samsung Ads will now integrate Magnite Access, a solution that empowers media owners to more effectively manage and activate behavioral audience data across Magnite’s ecosystem. By leveraging Magnite Access, Samsung Ads can scale the delivery of highly targeted impressions, helping drive stronger CPMs and increased revenue across programmatic channels.

This announcement follows continued global success for Samsung Ads, both in the U.S. and internationally. The company operates the largest single source of TV data in the U.S., collected with user consent, and is rapidly growing its global footprint. Samsung TV Plus—Samsung’s free, ad-supported streaming (FAST) and video-on-demand (AVOD) service—has reached 88 million monthly active users. Recently, the platform expanded into Singapore, the Philippines, and Thailand, with Magnite now enabling programmatic access to this inventory for the first time in these regions.

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“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 demand for ad-supported streaming continues to accelerate, this expanded partnership underscores the shared commitment of both companies to enhance the efficiency, scale, and precision of audience-based buying in the connected TV (CTV) landscape.

“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.”

This latest chapter in the Samsung Ads–Magnite partnership showcases a powerful alliance built to meet the evolving needs of advertisers, publishers, and viewers—fueling smarter ad experiences and stronger monetization strategies across a rapidly growing global streaming ecosystem.