Magnite has expanded its global partnership with Samsung Ads, the advertising division of Samsung Electronics.

This expansion comes after Samsung Ads saw significant revenue growth on Magnite’s Streaming SSP from 2023 to 2024.

Samsung Ads will now use Magnite’s Access product to better manage audience data across its platforms, helping to increase targeted impressions and drive higher revenue.

The expansion follows Samsung Ads’ continued success, especially in the U.S. market.

The company has built the largest source of TV data in the U.S., all with user consent. Samsung TV Plus, its free ad-supported TV service, has 88 million monthly active users and has recently launched in Singapore, the Philippines, and Thailand, with Magnite providing programmatic access to this new inventory.

Joe Melaragno, Head of Channel Sales at Samsung Ads: “Alongside the rapid growth of our ads business, Magnite has been an instrumental partner helping us build custom technology to improve our programmatic monetisation.

“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. We’re very excited to see how Magnite Storefront within the Magnite Access suite can bring additional value to our data capabilities and further empower our sales team to deliver best-in-class solutions for advertisers.”

Ryan Kenney, SVP, Streaming Platform at Magnite, added: “As ad-supported streaming continues to rise in popularity, Samsung Ads is at the forefront of delivering best-in-class experiences to viewers worldwide.

“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.”