Observed Signal · Dec 17, 2025 · Partnership · Source: State of Streaming · Impact: 4/5 · Sentiment: Negative
Samsung Ads and Amazon Link TV Views to Shopping
Samsung Ads has integrated with Amazon using Amazon Publisher Cloud (APC) to match Samsung TV viewership data with Amazon shopping signals in a privacy-preserving clean room. The integration lets advertisers target households that exhibit both viewing behaviors on Samsung connected TVs and shopping or search activity on Amazon, and to attribute ad exposure on CTV to subsequent purchases on Amazon. The partnership follows a similar Roku–Amazon arrangement and underscores growing collaboration among large walled gardens, potentially disadvantaging independent ad‑tech vendors. Samsung has also been rolling out AI-enhanced advertising tools across its platform.
A major partnership between large platform players (Samsung Ads and Amazon) materially changes CTV targeting and attribution by linking viewership to retail purchase signals, strengthening walled‑garden capabilities and affecting measurement, ad buying strategies, and independent ad‑tech competitiveness.
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Key Takeaways & Evidence Grounding
- Samsung Ads announced an integration with Amazon to combine Samsung TV viewership data with Amazon shopping signals.
- The partnership uses Amazon Publisher Cloud (APC), described as a clean room for anonymized multi‑party data matching.
- Advertisers can target households that searched or purchased on Amazon and that exhibit specific Samsung TV viewing habits.
- The integration enables attribution from CTV ad exposure on Samsung devices to purchases completed on Amazon, turning CTV into a measurable performance channel.
- The move follows a similar pact between Roku and Amazon and coincides with Samsung unveiling AI-enhanced advertising solutions.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Samsung and Amazon Team Up for Targeted TV Advertising
Samsung Ads announced a new integration with Amazon Publisher Cloud (APC), a clean room solution within the Amazon Publisher Suite (APS), enabling advertisers who buy Samsung inventory through the Amazon Ads DSP to combine data from both companies for targeting and post-campaign measurement on connected TV. The partnership covers Samsung TV devices and the Samsung TV Plus FAST channels, allowing marketers to link Samsung’s audience segments with Amazon’s data to reach specific shoppers and measure results. Samsung’s 300 off-the-shelf segments can be indexed against Amazon’s segments through clean room technology that uses hashed emails or IP addresses to protect PII. The goal is to boost Samsung inventory demand among Amazon Ads and extend reach to buyers where ads are purchased, building on prior APS collaboration and a recent Roku partnership that seeks the largest authenticated TV footprint in the US. Eldad Persky, Samsung Senior Vice President, highlighted opportunities across multiple segments and verticals.
Samsung TV Plus Enables Remote Shopping with Amazon Ads
Samsung TV Plus has added Amazon Ads’ remote-enabled video ad technology to its FAST streaming service, allowing viewers to shop directly from their remotes. Brands can pair Samsung TV Plus ads with Amazon browsing, streaming and shopping signals to measure engagement and drive purchases; initial launch partners include Boiron USA, Logitech, PLAION, PMG and Reckitt. Supported actions include one-click “add to cart” inside a brand’s Amazon storefront and non-Amazon calls-to-action such as “send to phone.” Samsung Ads says Samsung TV Plus reaches more than 100 million monthly active users and that interactive video with Amazon Ads produces higher brand searches, page views, add-to-cart actions and purchase rates. Samsung Ads executives framed the move as enabling full-funnel commerce outcomes for advertisers on CTV.
Amazon 'Add-to-Cart' Ads Coming to Samsung TV Plus
At NewFronts, Samsung Ads announced an integration with Amazon DSP that will bring Amazon’s interactive video ad technology to Samsung TV Plus in English this summer, surfacing on-screen "add to cart" buttons for products sold on Amazon. Brands without Amazon listings can use other CTAs like "sign up today" or "send to phone." Advertisers on Samsung will be able to measure outcomes using Amazon’s shopping, streaming and browsing data via Amazon Marketing Cloud. The newsletter also highlights growing credential‑theft ad scams that target agency buyers and AI chatbot power users—fraudsters are creating fake login or plugin pages (including faux Claude plugin pages) to harvest platform credentials—and summarizes Reuters/Oxford research showing Gen Z prefers social platforms for news (39% of 18–24-year-olds).
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