Observed Signal · Mar 24, 2026 · Partnership · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
Samsung Pushes Shoppable, Performance TV at NewFronts
At IAB NewFronts 2026, Samsung announced a partnership with Amazon Ads to integrate Amazon DSP into Samsung TV Plus, enabling remote-enabled interactive and shoppable video that lets viewers take actions (for example, add-to-cart or send-to-phone) directly via the TV remote. The integration, launching in July, will let advertisers activate Samsung TV Plus inventory through Amazon DSP and use Amazon Marketing Cloud browsing, streaming and shopping signals for full-funnel measurement. Samsung also expanded Creative Canvas ad formats (product galleries, vertical video, click-to-email) and introduced Vision AI Companion, AI-Powered Contextual Targeting and AI-Powered Audience Collectives to tailor timing, relevance and audience selection. Samsung says Samsung TV Plus reaches more than 100 million monthly active users and reported streaming hours up 25% year over year.
Samsung’s Amazon Ads integration enables direct commerce and interactive ad formats on CTV and Samsung TV Plus’s investment in live, creator-led content expands shoppable inventory—important for advertisers seeking measurable performance on streaming TV but not a platform-level industry shift.
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Key Takeaways & Evidence Grounding
- Samsung announced a partnership with Amazon Ads at IAB NewFronts 2026 to bring remote-enabled interactive and shoppable video to Samsung TV Plus.
- The integration with Amazon DSP will launch in July and allows advertisers to access and activate Samsung TV Plus inventory via Amazon DSP.
- Advertisers can leverage Amazon Marketing Cloud browsing, streaming and shopping signals; brands selling on Amazon can enable add-to-cart via the TV remote while non-Amazon brands can use outcomes like send-to-phone or sign-up.
- Samsung expanded Creative Canvas ad formats (product galleries, vertical video, click-to-email) and introduced Vision AI Companion, AI-Powered Contextual Targeting and AI-Powered Audience Collectives.
- Samsung reported Samsung TV Plus reaches over 100 million active monthly users, with streaming hours increasing 25% year over year; past interactive polls (Jonas Brothers concert) drove 26x engagement versus QR-based interactions.
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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).
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.
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