Observed Signal · Dec 15, 2025 · Partnership · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
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.
Major collaboration between Samsung and Amazon to enable cross-data targeting in CTV via clean rooms; potential industry impact.
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Key Takeaways & Evidence Grounding
- Samsung Ads built an integration with Amazon Publisher Cloud (APC) within the Amazon Publisher Suite (APS) to enable data sharing for targeting and measurement of CTV campaigns.
- Advertisers can buy Samsung inventory through the Amazon Ads DSP and use combined data to target audiences and measure post-campaign results on Samsung TV devices and Samsung TV Plus FAST channels.
- Samsung’s audience data includes about 300 proprietary off-the-shelf segments that can be indexed against Amazon segments via clean-room technology using hashed emails or IP addresses to protect PII.
- The collaboration aims to increase Samsung inventory demand among Amazon Ads and expands access to buyers where ads are purchased, building on prior APS integration.
- A Roku partnership announced in the summer is cited as context for creating the largest authenticated TV footprint in the US.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
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.
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