#USA #New York #CTV Advertising #Samsung Ads #Publica by IAS

Samsung Ads and Publica: A Partnership Enhancing CTV Advertising

In a significant move for the advertising industry, Samsung Ads has recently announced a multi-year extension of its partnership with Publica by Integral Ad Science (IAS). This collaboration aims to improve connected TV advertising solutions and provide enhanced viewing experiences for audiences globally.

Strengthening the CTV Ecosystem

Publica, recognized as a leading ad server for publishers and smart TV manufacturers, is set to propel Samsung's ad-supported services to the next level. With the integration of Publica’s award-winning ad serving technologies, Samsung Ads will enable advertisers to efficiently monetize their video programming across Connected TV (CTV) platforms.

The partnership focuses on enhancing the viewer experience through a seamless, TV-like interface, ensuring that ads delivered are not only relevant but also engaging for the audience. Samsung Ads, through this collaboration, leverages Publica's advanced technology to maximize its Connected TV inventory, specifically on Samsung TV Plus, the free ad-supported streaming service available on Samsung televisions.

The Power of Publica's Technology

Publica provides several innovative features to support Samsung's advertising goals:

• - Advanced Ad Serving: Offers granular control for advertisers, enabling precise targeting that matches the quality and experience of traditional television.
• - Granular Ad Pod Decisioning: Allows advertisers to ensure optimal placement of their ads, offering exclusivity to brands to maximize their impact.
• - Unified Auctions: By centralizing demand sources, Publica enables more accurate inventory presentations, ensuring that auctions are controlled and revenue maximized.
• - Seamless Ad Experience: The integration focuses on intelligent ad pod constructions and linear ad breaks that enhance viewer engagement and retention.

Joe Melaragno, Head of Channel Sales at Samsung Ads, emphasized the significance of this partnership, stating that Publica’s platform has played a pivotal role in making Samsung Ads the leading service in the free ad-supported television (FAST) segment. He noted that the ease of use and the flexibility offered by Publica are critical in delivering high-quality content to audiences.

A Long-term Vision

The collaboration between Samsung Ads and Publica began back in 2020. This long-standing relationship is a testament to the mutual goal of maximizing CTV advertising revenue while providing a superior viewer experience. Cameron Miille, Chief Revenue Officer at Publica, reinforced this sentiment, highlighting the commitment to empowering Samsung Ads with technology that elevates both revenue potential and advertising impact.

As the world's leading provider of smart television and mobile devices, Samsung Ads has been at the forefront of integrating innovative ad solutions in the CTV space. By extending their partnership with Publica, they aim to enhance viewer experiences across various platforms, ensuring brands can engage their target audiences effectively.

In conclusion, the renewed partnership between Samsung Ads and Publica by IAS signals a promising future for CTV advertising, combining robust technology with a user-centric approach. As the demand for CTV content continues to rise, this alliance is poised to reshape the landscape of digital advertising, providing both advertisers and audiences with value-driven outcomes.