Samsung Ads Launches DMP Onboarding Program

Samsung Ads, the electronics giant's TV advertising company, has partnered with data management platforms (DMPs) Acxiom, Adobe, Experian, LiveRamp, Merkle and Oracle, to help advertisers plan and activate TV campaigns through the use of first-party data.

The division has launched an 'Onboarding Partner Program', and from the first quarter of 2022 marketers will be able to access the partners' curated audiences to execute campaigns across the Samsung Ads network. More partners will be added next year.

Advertisers using the program will also receive access to Samsung Ads' planning capability, Audience Advisor, which delivers media planning guidance directly tied to advertisers' own segments and / or high value audiences. Users can enhance their own first-party data with Samsung Ads' proprietary first-party TV data. By plugging in any audience segment - first-party, third-party, or any combination thereof - brands can quantify their reach opportunities in AVOD (ad-supported video on demand) and gain a predictive view of how much reach and frequency they can achieve for different budget levels.

Justin Evans (pictured), Global Head of Analytics & Insights at Samsung Ads, comments: 'Now, marketers can activate their most valuable asset in the Samsung Ads Ecosystem, their curated audiences made up of their own combinations of first-party and third-party data. Data and audience-driven TV is the future for advertisers and Samsung Ads is committed to bringing to market new tools and partnerships for advertisers to leverage different datasets in a safe and secure manner across their media buys'.

Web site: www.samsungads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.