Samsung Ads, the advanced advertising division of Samsung Electronics, has announced that advertisers will now be able to automate buying of home screen ad placements on Samsung Smart TVs, opening one of the largest and most premium surfaces in connected TV (CTV) to scaled and programmatic buying. Powered by Magnite’s SpringServe technology, brands will soon be able to activate Samsung home screen inventory within demand-side platforms through new global integrations with The Trade Desk and Google’s Display & Video 360 (DV360).
Samsung says its native home screen placements are among the most valuable ad units in CTV. Samsung has adopted Magnite’s SpringServe ad serving technology to power its home screen inventory. By expanding access to this inventory through these ad technology partners that agencies and brands already use to execute the majority of their media buys, Samsung Ads is meeting buyers where they are while making it easier to plan, target and activate premium TV placements at scale.
The integration also positions Samsung home screen inventory for the next evolution of automated media buying, including agentic and AI-assisted workflows that can help optimise placement decisions, delivery and performance across channels. As a result, advertisers can more seamlessly incorporate Samsung high-impact TV placements into multichannel strategies spanning CTV, retail media, and broader omnichannel investments, while more effectively managing frequency, improving relevance and creating improved campaign performance and greater brand lift.
“The Samsung home screen is one of the most valuable ad units in streaming, combining exceptional visibility, high consumer attention, and the ability to engage viewers at the very start of their entertainment experience,” commented Eldad Persky, Senior Vice President, Global Product, Engineering & Business Development for Samsung Electronics. “By making this inventory available through the platforms advertisers already use every day, we’re giving brands easier access to premium, non-skippable placements that extend campaign reach and deliver meaningful impact at scale.”
“The home screen is an integral part for every consumer’s TV usage,” said Will Doherty, SVP of Inventory Partnerships, The Trade Desk. “This prime visual real estate is important for every consumer as they choose which apps they want to stream, listen or connect to. Samsung Ads’ forward-thinking approach towards home screen inventory means that advertisers can now seamlessly integrate into this user experience programmatically. This represents a major move in an untapped category, and we look forward to more brands adding home page inventory to their digital media plans.”
“As CTV continues to mature, advertisers are seeking solutions that combine the impact of premium, native TV experiences with the efficiency and intelligence of programmatic activation,” added Mike Laband, Group Senior Vice President, Revenue for Magnite. “By bringing Samsung’s premier home screen inventory into the programmatic ecosystem through SpringServe, we are making high-impact CTV placements more seamless, scalable, and measurable. This integration enables brands to activate one of the most valuable surfaces in CTV with the data, optimisation, and performance expectations that define modern programmatic media.”
Programmatic access to Samsung home screen inventory across all global regions will begin rolling out in Q3 and will be available through The Trade Desk and Google DV360, with additional platform partnerships to be announced in the coming months.
