Brands can now buy Samsung smart TV home screen ads programmatically

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TL;DR:

Samsung Ads is opening Smart TV home screen ad inventory to programmatic buying via major DSPs, helping brands buy high-visibility connected TV ads more easily and at scale.

Article:

Samsung Ads is expanding programmatic advertising by making its premium Smart TV home screen inventory globally available through integrations with Google Display & Video 360 and The Trade Desk, powered by Magnite’s SpringServe technology. The rollout, scheduled to begin in Q3 2026, enables advertisers to buy one of connected TV’s most prominent ad placements using the same platforms they already rely on for digital media campaigns. The move lowers operational barriers while extending premium CTV inventory to a broader range of advertisers.

The announcement reflects a broader shift in connected TV advertising toward automated, data-driven media buying. Samsung’s native home screen placements appear the moment users switch on their televisions, offering brands high visibility before viewers select streaming apps or content. By integrating these placements into established demand-side platforms, advertisers can manage targeting, frequency and campaign performance alongside other digital channels.

“The Samsung home screen is one of the most valuable ad units in streaming, combining exceptional visibility, high consumer attention, and the ability to engage viewers at the very start of their entertainment experience,” said Eldad Persky, Senior Vice President, Global Product, Engineering & Business Development at Samsung Electronics. He added that making the inventory available through familiar buying platforms gives brands easier access to premium, non-skippable TV placements at scale.

The announcement comes as connected TV advertising continues to gain momentum. Samsung previously reported that consumers now divide viewing across both streaming and linear television, with linear TV accounting for roughly 40% of viewing in 2025, down from 84% in 2010. That fragmentation has increased demand for unified programmatic buying and measurement across channels.

For marketers, the significance extends beyond automation. Programmatic access to premium TV home screens could improve campaign efficiency, support AI-assisted media optimisation and strengthen omnichannel advertising strategies that combine connected TV, retail media and digital advertising. As premium streaming inventory becomes increasingly automated, direct access to high-attention placements is likely to become a more important competitive advantage for brands investing in connected TV.