Observed Signal · Feb 4, 2026 · Partnership · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Samsung Ads Expands Europe Retail Data via Amazon DSP
Samsung Ads announced an expansion of its partnership with Amazon DSP to Europe, enabling advertisers to buy Samsung TV Plus inventory on Amazon's DSP across the UK, Germany, France, Italy, and Spain. The move extends an existing US/Canada integration and aims to simplify access for buyers while unlocking new targeting and measurement opportunities using Amazon's large retail data. The integration leverages Amazon's clean room technology within the Amazon Publisher Cloud to combine Samsung device-level signals with Amazon's data in a privacy-preserving way, allowing signals from shopping, browsing, and streaming to inform targeting and attribution. Samsung notes growth of its FAST service, with 2025 streaming hours up 25% year over year and MAU surpassing 100 million. Previously, only DV360 and The Trade Desk were third-party DSPs connected to Samsung Ads; Amazon DSP adds another centralized path for programmatic buying of Samsung TV Plus inventory.
Expansion of cross-DSP access and use of retail data in Europe via a major adtech partnership.
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Key Takeaways & Evidence Grounding
- Samsung Ads expands its Amazon DSP integration to Europe (UK, Germany, France, Italy, Spain).
- Samsung TV Plus inventory becomes available to buy via Amazon DSP in Europe, following a US/Canada rollout.
- Prior to this expansion, DV360 (Google) and The Trade Desk were the only other third-party DSPs connected to Samsung Ads.
- The integration uses Amazon Publisher Cloud's clean room technology to merge Samsung device-level signals with Amazon datasets in a privacy-safe way for targeting and measurement.
- Samsung cited growth of its FAST service with 25% YoY streaming-hours growth in 2025 and MAU above 100 million; Gen Z viewers on Europe Samsung Smart TV streams average 1h38m per day.
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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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