Samsung Ads on Tuesday rolled out its Samsung Onboarding Partner Program, allowing marketers access to curated audiences through data partners that include Adobe, Experian, LiveRamp, Merkle and Oracle. More partners are slated to join next year.
Advertisers that choose to take advantage of the new program will also have access to Audience Advisor, a media planning guidance service provided by Samsung Ads. This means advertisers can bring in their own audience data and preferred segments. These integrations will be made available in the Samsung Ads DSP in the first half of 2022.
Why we care. It’s still all about consumers and meeting them where they are. Ad-supported video-on-demand (AVOD) is going to become a more desirable option when TV streamers get maxed out with multiple a la carte pay services (Disney+, Paramount+, Netflix, they all add up).
Consumers also value privacy, which means that in order to be compliant, big players in the data game have to step up and collaborate responsibly with DSPs in programs similar to Samsung Ads. Only then can advertisers benefit from the high value audiences that are flocking to streaming platforms. Premium data partners make the ad experience more relevant, and might even attract more viewers to lower-cost (or free) AVOD services.