Observed Signal · May 21, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Samsung Ads SEA Integrates Eyeota Data for CTV Ads
Samsung Ads Southeast Asia has formed a data partnership with Eyeota, a Dun & Bradstreet company, to overlay viewership insights from millions of Samsung Smart TVs with Eyeota’s consumer data. The collaboration—Samsung Ads’ first data partnership in the region—enables advertisers to target household audiences across Singapore, Thailand and the Philippines within Connected TV (CTV) campaigns, and aims to improve the effectiveness of native and video ad formats on Samsung TV Plus. The deal follows the launch of Samsung TV Plus in Southeast Asia 18 months earlier. Dun & Bradstreet’s Marc Fanelli and Alex Spurzem, Managing Director of Samsung Ads SEA & Oceania, are quoted highlighting improved audience understanding and advertiser confidence.
Combines large-scale CTV viewership data with third-party consumer data to improve audience targeting and ad effectiveness in fast-growing Southeast Asian CTV markets; notable as Samsung Ads' first regional data partnership.
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Key Takeaways & Evidence Grounding
- Samsung Ads Southeast Asia formed a data partnership with Eyeota, a Dun & Bradstreet company.
- The partnership overlays viewership insights from millions of Samsung Smart TVs with Eyeota’s consumer data.
- Advertisers can target household audiences across Singapore, Thailand and the Philippines via CTV campaigns.
- This is Samsung Ads’ first data partnership in Southeast Asia, announced 18 months after launching Samsung TV Plus.
- Samsung Ads says the collaboration improves effectiveness for native and video ad formats on the TV screen.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Teads and Samsung Ads Revolutionize CTV Advertising in SEA
Teads has partnered with Samsung Ads to bring connected TV (CTV) homescreen display and video advertising to multiple Asia-Pacific markets including Malaysia, the Philippines, Thailand, Vietnam, Hong Kong, Taiwan and Indonesia. Under the agreement Teads will act as the exclusive local reseller in Malaysia, the Philippines, Thailand, Vietnam, Hong Kong and Taiwan for 2026–2027; Indonesia will be non‑exclusive, and Samsung Ads will continue to handle Singapore directly. The offering leverages Samsung Smart TV signals (TV model, screen size, newly activated devices, ISP) to enable smart targeting, and supports both video and display creatives with booking options such as rotational placements and roadblocks with 100% Share of Voice. Company executives from both firms framed the deal as an expansion of CTV inventory and targeting capabilities for brands in premium home environments.
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 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.
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