Samsung Opens Home Screen Ads Programmatically — CTV OS Programmatic Shift
Key Questions
How is Samsung making its home screen ads available programmatically?
Samsung is opening its CTV home screen ad inventory to programmatic buying through The Trade Desk and Google DV360, with AI-powered brand safety features included.
What technology is Samsung Ads using to simplify CTV placements?
Samsung Ads is leveraging Magnite's SpringServe platform to enable easier activation of high-impact home screen inventory for brands.
What does this announcement mean for premium CTV advertising?
The move marks a shift from direct sales to programmatic access for Samsung's premium CTV inventory, with potential effects on measurement and supply paths.
Samsung will make its home screen ad inventory available programmatically via The Trade Desk and DV360, with AI brand safety. Additionally, Samsung Ads is using SpringServe to simplify high-impact CTV placements. Signals a major shift from direct sales to programmatic for premium CTV inventory, with measurement and supply-path implications.