Samsung’s advertising arm Samsung Ads announced this morning that it is expanding its existing partnership with Amazon DSP into Europe, making ad inventory on its Samsung TV Plus streaming service in Europe available to buy via Amazon’s demand-side platform. This integration was previously launched in the US and Canada, and has now been expanded to the UK, Germany, France, Italy, and Spain. The two companies say the deal will make Samsung’s inventory more accessible to advertisers and agencies who work through the Amazon DSP, but will also open up new targeting and measurement opportunities thanks to Amazon’s massive bank of retail data.
Samsung has reported significant growth for its free ad-supported streaming TV (FAST) service over the last year, with streaming hours increasing 25 percent year-on-year in 2025 and its monthly active user count moving past the 100 million mark. Alex Hole, SVP of Samsung Service Europe, says the platform is proving popular with hard-to-reach younger audiences too. “Gen Z Samsung Smart TV viewers are embracing streaming TV, watching an average of 1 hour and 38 minutes of streamed content per day on Samsung TVs in Europe,” said Hole.
On the programmatic sales front, the service has chosen to limit the number of third-party DSPs which have access to this inventory: prior to the addition of Amazon DSP, Google’s DV360 and The Trade Desk were the only other third-party DSPs directly tapped into Samsung Ads’ supply.
Combining shopper signals with viewer behaviour
So part of the motivation for this partnership is simply broadening access to Samsung’s inventory, giving buyers more flexibility in how they access it. Reports suggest that Amazon’s DSP has been growing its market share over the past year, thanks in part to its low fees and broad inventory access. Allowing advertisers and agencies to access a bigger chunk of the CTV inventory they want to buy through one unified platform helps reduce marketers’ fragmentation-related headaches.
But the retail data angle is a massive part of the rationale. The integration uses Amazon’s clean room technology, housed in its publisher-facing ad tech stack Amazon Publisher Cloud, to combine Samsung’s device-level signals with Amazon’s dataset in a privacy-safe manner. Anyone buying through Amazon DSP will therefore be able to use a mix of Amazon’s shopping, browsing, and streaming signals with Samsung’s own viewing behaviour data for targeting and measurement.
This helps buyers find specific audiences on Samsung’s TV inventory, and also helps demonstrate its performance credentials, as purchases made through Amazon can be tied back to impressions on Samsung TV Plus.
For Samsung, the deal should enable it cater more easily to advertisers and agencies who want to run performance campaigns on CTV, or who just need to be able to demonstrate direct outcomes in order to justify CTV investment. By layering extra data onto its inventory, Samsung also drives up the value of those placements, and focussing more on high-value placements allows the business to keep its ad load relatively low.
Alex Hole says this is a priority for the company. “The ad load on linear and BVOD is on average higher than on Samsung TV Plus,” he said. “As the #1 TV brand, our viewers always come first — delivering a seamless, premium experience is non-negotiable.”
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