Samsung Ads and Amazon Ads are ending the year with a team up.
The two companies today announced an integration that lets Amazon DSP buyers access Samsung inventory and target audiences via Amazon shopping, browsing, and streaming data.
In short: advertisers can now combine Amazon’s commerce and content-intent data with Samsung Ads’ device-level and viewing data (what people watch, app usage, etc.), then reach those audiences across Samsung TVs and devices through Amazon DSP.
The integration is powered by Amazon Publisher Cloud and is available to Amazon Ads advertisers in the U.S.
Why This Matters:
This feels like an ease-of-use play — but it also underscores the growing importance of Amazon Ads as a DSP.
On the planning and activation side, advertisers can create signal-enriched deals on Samsung inventory directly inside Amazon’s DSP and run addressable campaigns across Samsung’s TV and mobile ecosystem, including Samsung TV Plus as a FAST environment.
Post-campaign, Amazon Ads’ reporting connects exposure on Samsung devices to outcome-based metrics like site visits, purchases, and other KPIs, offering a more closed-loop measurement view than traditional CTV buys.
The integration runs through Amazon Publisher Cloud, which uses AWS clean room technology to allow Samsung and Amazon to join datasets without exposing data to one another. That’s why the announcement leans heavily on “privacy-forward” and “durable” infrastructure language.
Experts React:
Eldad Persky, senior vice president of global product, engineering and business development at Samsung Electronics, said in the announcement:
“Combining viewing behavior with shopping intent creates meaningful opportunities for advertisers to connect with audiences through connected TV.”
He added, “By securely joining Samsung’s deep understanding of what people watch with Amazon’s signals, we’re enabling advertisers to reach the right audiences at scale more effectively across Samsung’s connected TV platform.”
Our Take:
Addressability is important here, of course, but the measurement piece is fundamental, as well.
Platforms need to show how TV exposure ties back to real business outcomes. Samsung brings massive reach and deterministic viewing data. Amazon brings intent and measurement muscle. Together, they’re trying to answer a question advertisers keep asking: how does streaming TV actually perform? (This also speaks to last week’s big Pinterest/tvScientific deal.)
