Samsung Ads has integrated with Amazon Publisher Cloud, allowing advertisers to connect Amazon’s retail and media signals with Samsung’s connected TV inventory. According to the company, advertisers using Amazon Ads can now plan and activate campaigns across Samsung-owned TV and mobile environments using Amazon Shopping, Streaming, and Browsing data.

Samsung described the integration as part of its effort to align its Smart TV footprint with external first-party signals. The company confirmed the setup is live in the U.S. and available to all advertisers currently using Amazon Ads. Eldad Persky, Senior VP of Global Product, Engineering and Business Development at Samsung Electronics, said combining viewing behavior with shopping intent creates opportunities for advertisers to connect with audiences through connected TV.

How the integration works

The integration will allow advertisers to activate Samsung inventory directly through Amazon Ads DSP. This means Amazon’s retail signals can be applied when buying Samsung CTV placements, rather than treating Samsung inventory as a separate media buy.

The data connection is powered by Amazon Publisher Cloud, which Samsung Ads says is built on AWS clean room technology. Through this setup, Samsung’s proprietary off-the-shelf audience segments and device-level signals can be combined with Amazon Shopping, Browsing, and Streaming insights. Samsung Ads said this happens in a secure environment, without direct data sharing between the two companies.

Inventory and reach across Samsung platforms

Samsung Ads said advertisers can reach audiences across Samsung’s TV and mobile ecosystem, including Samsung TV Plus. The company said this setup allows campaigns to run at scale across Samsung devices while still relying on Amazon signals for audience planning.

This follows a wider industry trend where connected TV platforms are opening inventory to retail media signals, similar to how retail media networks are expanding beyond owned and operated properties. For instance, in June, Roku partnered with Amazon Ads to enable advertisers to use Amazon shopping and streaming data to reach Roku viewers. 

Measurement and reporting

Samsung Ads said campaign measurement is handled through Amazon Ads’ existing post-campaign reporting tools. According to the company, this allows advertisers to connect ad exposure on Samsung inventory with advertiser-defined KPIs using Amazon Ads measurement.

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