Observed Signal · Feb 12, 2026 · Distribution Agreement · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
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.
Expands premium CTV inventory and targeting capabilities across multiple Southeast Asia markets via an exclusive reseller arrangement, affecting advertisers, agencies and CTV buying strategies in the region.
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Key Takeaways & Evidence Grounding
- Teads announced a collaboration with Samsung Ads to deliver CTV homescreen display and video advertising across Malaysia, the Philippines, Thailand, Vietnam, Hong Kong, Taiwan and Indonesia.
- Teads will be the exclusive local reseller in Malaysia, the Philippines, Thailand, Vietnam, Hong Kong and Taiwan for the 2026–2027 period; Indonesia will be non‑exclusive; Singapore remains managed by Samsung Ads.
- Samsung Smart TV targeting includes signals such as television model, screen size, newly activated devices, and internet service providers to enable campaign planning and audience targeting.
- Supported formats combine video and display creatives; booking via Teads includes rotational placements for scale and roadblocks with 100% Share of Voice for takeovers.
- Emmanuel Fischmeister (SVP Business Development, APAC at Teads) and Alex Spurzem (Managing Director ANZ & Oceania, Samsung Ads) are quoted on the partnership.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Teads Teams Up with Google TV to Boost Global CTV Ads
Teads has formed a strategic partnership with Google TV to expand access to connected TV (CTV) HomeScreen ad inventory globally, with particular emphasis on accelerating availability across Asia-Pacific markets. The collaboration makes Google TV Masthead HomeScreen placements available via Teads, offering advertisers a prominent, high-attention placement on Google TV devices. Teads will combine its media buying and Teads Studio creative capabilities — including 3D HomeScreen creative formats — to optimise large-format, interactive HomeScreen campaigns. Teads reports more than 4,000 CTV HomeScreen campaigns since 2023, HomeScreen inventory reaching 500m+ unique devices, and cites client campaigns (e.g., Michelin) that drove measurable brand lifts.
Samsung Ads Opens CTV Homescreen for Programmatic Buys
Samsung Ads will make advertising placements on the start screens of its smart TVs programmatically bookable worldwide via The Trade Desk and Google Display & Video 360, using Magnite’s ad server technology (Springserve). The rollout is scheduled to begin in Q3 2026. Homescreen placements appear when viewers power on their TVs, giving advertisers a prominent CTV surface; Samsung reports more than 70 million addressable TVs in Europe. Samsung plans to use AI-supported filters, manual reviews and platform brand-safety controls to manage suitability. The move follows similar launches in the market (e.g., Titan OS and Equativ) and raises questions about measurement, standardisation and brand-safety for homescreen inventory as it becomes available programmatically.
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