Magnite-Samsung Ads Partnership Transforms Programmatic CTV Monetization Landscape
The programmatic advertising ecosystem is undergoing a significant transformation as Magnite (NASDAQ: MGNI) and Samsung Ads announce an expanded global partnership that leverages advanced data infrastructure to enhance monetization capabilities. This strategic alignment between the largest independent sell-side platform and Samsung's advertising division represents a calculated evolution in how streaming inventory is packaged, targeted, and sold to advertisers.
"Alongside the rapid growth of our ads business, Magnite has been an instrumental partner helping us build custom technology to improve our programmatic monetisation." — Joe Melaragno, Head of Channel Sales at Samsung Ads
The partnership's technical foundation centers on Samsung Ads' implementation of Magnite Access, a sophisticated data management solution designed to optimize audience addressability across streaming environments. This integration enables precise behavioral targeting while maintaining privacy compliance—a critical consideration as the advertising industry navigates evolving regulatory landscapes and consumer expectations. The technical infrastructure allows for enhanced impression targeting while simultaneously driving higher CPMs, creating a virtuous cycle of value for both the supply and demand sides of the transaction.
"We're pleased to continue our collaboration with Samsung Ads to bring high-quality streaming TV advertising to more programmatic buyers and to make audience-based buying more prevalent and effective in this environment." — Ryan Kenney, SVP, Streaming Platform at Magnite
Examination of the partnership's early performance metrics reveals compelling evidence of its effectiveness, with Samsung Ads recording double-digit percentage gross revenue growth on Magnite's Streaming SSP between 2023 and 2024. This quantitative validation underscores the technical sophistication of their integrated approach to streaming monetization, particularly as Samsung TV Plus expands its global footprint with 88 million monthly active users and new market entries in Singapore, the Philippines, and Thailand.
"Our collaboration with Magnite has led to a number of breakthroughs including simplified genre targeting to support contextual advertising, improved forecasting capabilities, and a significant reduction in timeouts to complement our rapid viewership growth on Samsung TV Plus." — Joe Melaragno, Head of Channel Sales at Samsung Ads
The technological advancements driving this partnership extend beyond basic audience targeting to include enhanced forecasting systems, optimized technical performance through reduced timeouts, and contextually-aware genre targeting frameworks—all essential components for effectively monetizing the growing FAST (Free Ad-Supported Television) and AVOD (Advertising-Based Video on Demand) sectors that continue to reshape the streaming ecosystem.
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