Tag: Amazon Ads

CTV Leader Samsung TV Plus Opens Up to Amazon DSP Across Europe

Samsung Ads on Feb. 4 announced it will provide marketers with direct programmatic access to its premium Samsung TV Plus ad inventory through Amazon DSP.

The integration is already launched in the United States and Canada and is now available in Europe.

This effectively means Samsung TV Plus — the connected-TV leader, with 100 million monthly users and more than 3,500 AVOD and FAST channels across 30 territories — is officially opening up to Amazon DSP across Europe.

The move addresses two key issues marketers are facing: the fragmentation problem and the absence of Gen Z viewers.

Europe’s TV landscape is notoriously fragmented, making it a headache for brands to manage reach and frequency. This partnership allows brands to manage everything in one place, and at the same time get a “closed-loop” view of how big-screen ads actually drive sales on Amazon.

And while Gen Z viewers typically don’t watch much traditional TV, they are streaming an average of more than 1.5 hours a day on Samsung TVs, the company says.

Samsung TV Plus has recently expanded its live and creator-led offerings with live Bundesliga football match coverage, alongside new channels from globally recognized creators including LADbible, Dhar Mann and Mark Rober.

“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 Alex Hole, SVP of Samsung Services Europe. “CTV offers ideal opportunities for brands to connect with a highly engaged audience. Extending our offering with Amazon DSP  allows us to give greater accessibility to brands wanting to access our premium inventory on Samsung TV Plus.”

With Samsung Ads premium inventory available through Amazon DSP, advertisers gain access to premium connected TV inventory at scale, Samsung maintains. By leveraging trillions of shopping, browsing, and streaming signals, Amazon DSP enables advertisers to reach relevant audiences, devices and publishers across the open internet.

“By creating a new connection between Amazon DSP and Samsung TV Plus, we’re providing another way for brands of all sizes to reach highly engaged audiences, at scale, where they’re already spending their time,” said Piers Heaton-Armstrong, VP of sales for Amazon Ads Europe. “This collaboration reinforces our commitment to simplifying the media buying landscape for advertisers. Regardless of whether brands want to run their ads across Amazon properties, third party streaming providers, or the wider open internet, we can help them do that.”

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Speakers at Annual OTT.X Breakfast Focus on Streaming’s Growing Ad Business

LAS VEGAS — With a nod to the rise in ad-supported streaming, this year’s OTT.X breakfast presentation on the opening day of CES 2026 focused on the burgeoning advertising market.

The overarching message from speakers at the Jan. 6 event at the Stirling Club, just across the street from the Las Vegas Convention Center, is that the industry needs to get better at pairing the right ads with the right viewers at the right times — and avoid mishaps like showing the same ad repeatedly, over and over again.

Pieter de Zwart, director of advertising engineering for Amazon Ads, joked that when he was watching a baseball game last year, he saw the same ad from the same trucking company a total of 14 times.

In de Zwart’s presentation, “The Future of Streaming TV Advertising: AI, Authenticity, and Audience Connection,” the executive noted that as fragmentation across streaming intensifies, scale and relevance are being rebuilt around smarter tools and intelligence. He talked about how AI-driven insights and dynamic creative are transforming streaming advertising reach, measurement and audience connection.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

“Over the last year, we have deployed a lot of solutions,” he said — including Brand+ and Performance+, two powerful tools within the AI-powered Amazon DSP marketing suite. Brand+ is focused on building brand awareness and fostering engagement, while Performance+ is aimed at driving conversions. These solutions leverage machine learning and AI to simplify campaign optimization, helping advertisers reach the right customers and achieve better outcomes.

The DSP suite also includes Creative Agent, an AI tool that acts as a creative partner and strategist, using conversational guidance and Amazon’s data signals to generate advertising content, and Live Events Optimizer, a new data-powered, turnkey programmatic offering that enables advertisers to capture audiences during the most valuable live moments while optimizing for performance.

“I strongly believe that if we focus on the fundamentals of digital advertising, and we all lean in a little bit together, we can create a rising tide, which will float each of our individual boats. We need to create more liquidity in the digital advertising marketplace,” he said. “It starts with activating more advertisers, exposing more inventory, and exchanging better signals before and after the impression. And the last thing is running price-based, dense options.

“If we do this, I actually believe that everything is going to get better for everyone.”

On another panel discussion called “Contextualized Advertising: Unlocking Smarter Monetization Through AI and Data,” the focus was on how cloud, automation and AI are converging to create flexible, intelligent and deeply personalized media ecosystems. In contextualized advertising, ads are shown based on the content and context of what someone is viewing right now, rather than on their personal data or past behavior.

Paul Claussen, director of strategic partnerships and business development at Comcast Technology Solutions, talked up his company’s VideoAI, a comprehensive framework of intelligent technologies that deliver greater advertising efficiency and streamlined operations. VideoAI scans every component of content — words, pictures, sounds — and provides actionable metadata for applications, including segmentation, contextual advertising and quick preparation of live events.

This helps with monetization, Claussen said, by answering “basic questions such as where should ads go in the content and, once you know where the ads should go, what are the best ads to put there to optimize the value of the spots.”

“It’s all about delivering the best ads to the right person at the right time, and maximizing the value of the opportunity,” added Spencer Kuhn, platform sales leader at FreeWheel, a Comcast company that provides comprehensive media buying platforms for publishers, advertisers and ad buyers.

Other panels and presentations at the OTT.X breakfast included “Second-Screen Engagement Dynamics in CTV Advertising,” which explored how second-screen engagement introduces measurable action into CTV, enabling outcome-based value layers that complement CPM; “Future Media Platform: AI-Driven, Cloud-Native, and Personalized,” about how next-generation infrastructure is redefining workflows, content delivery, and audience engagement across the global media landscape; and “The New Economics of Global Content Distribution: Windowing, Rights, and Platform Optimization in 2026.”

Parks Associates also presented its latest annual State of Streaming report.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Netflix Partners With Amazon to Offer Ad Inventory to Buyers

Netflix Sept. 10 announced a partnership with Amazon Ads that provides marketers with direct access to Netflix’s content ad inventory. The deal allows advertisers and media buyers to use Amazon Ads to buy ads across Netflix’s content. 

The offering will be available in the United States, the United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia, providing availability for marketers using Amazon DSP. The new integration will be available beginning in the fourth quarter (Oct. 1).

“This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals,” Amy Reinhard, president of advertising at Netflix, said in a statement. “By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”

Amazon DSP leverages first-party insights paired with clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. It leverages AI to deliver ads to audiences through automation that streamlines campaign planning, buying, and measurement.

“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content,” added Paul Kotas, SVP of Amazon Ads. “Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying.”

Netflix has more than 94 million ad-supported subscribers reportedly spending upwards of 40 hours monthly on the platform.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Disney, Amazon Partner to Sell Ads on Disney+, ESPN, and Hulu

Amazon and Disney June 17 announced a pact between Disney’s Real-Time Ad Exchange (DRAX) and Amazon DSP to help marketers gain direct access to Disney’s inventory across platforms such as Disney+, ESPN and Hulu.

The agreement follows a similar deal between Amazon and Roku, and Netflix partnering with Yahoo (among others) to market content to advertisers.

Disney and Amazon say their deal will increase efficiency, provides greater visibility into how inventory is packaged, streamlining ad delivery and improving performance. It also unlocks more-precise audience engagement and curated deal packages through Disney’s contextual targeting and proprietary data offering.

“By building a direct path connecting Amazon’s commerce insights to the full scale of Disney’s streaming ecosystem, we’re enabling greater accessibility to inventory and audience signals that translate into meaningful results for advertisers,” Matt Barnes, VP of programmatic sales at Disney Advertising, said in a statement.

Advertisers on Amazon DSP will also soon be able to create specialized campaigns that match Disney’s audience data with browsing, streaming, and purchase insights. Amazon leverages leverages AI to deliver ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement.

For example, a pet food brand could reach viewers who both consume Disney content and have shown interest in pet products on Amazon. Streaming advertisers using APC publisher-enriched deals continue to consistently achieve higher reach among desired audiences while greatly reducing their cost to reach them, according to Amazon.

“We’re breaking down traditional barriers between content and commerce signals, allowing advertisers to deliver more meaningful experiences to viewers,” said Kelly MacLean, VP of Amazon DSP at Amazon Ads. By connecting Disney’s premium content with Amazon’s deep consumer understanding, we’re creating advertising that works better for everyone—brands reach the right audiences, publishers maximize their inventory value, and viewers see more relevant ads.”

Disney+ inventory is now available through Amazon DSP in France, Germany, Italy, Portugal, Spain, Switzerland, Turkey and the United Kingdom. The new integration will be available to all U.S. advertisers that use Amazon DSP beginning after July 1.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Roku Partners With Amazon to Sell Online Ads

Roku has inked a deal with Amazon Ads that it claims will give the platform the largest authenticated connected-TV (CTV) footprint in the U.S. The new collaboration is said to reach an estimated 80 million U.S. (CTV) households, representing more than 80% of U.S. CTV households, according to Comscore data.

The partnership will include major streaming apps, including The Roku Channel, Prime Video, and other streaming services on Roku and Fire TV operating systems such as Disney+, Paramount+, Tubi, and Warner Bros Discovery’s HBO Max, among others.

Roku says advertisers using this new solution reached 40% more unique viewers with the same budget, and reduced how often the same person saw an ad by nearly 30%, enabling advertisers to benefit from three times more value from their ad spend.

“Our exclusive partnership with Roku is a giant leap for advertisers,” Paul Kotas, SVP of Amazon Ads, said in a statement.

Kotas says the collaboration enables agencies and brands that use Amazon DSP will benefit from greater efficiency and higher performance.

“By combining our technologies, advertisers can now drive full-funnel campaign outcomes — from awareness through conversion — while eliminating media waste across Amazon and Roku streaming audiences,” he said.

The integration allows Amazon DSP (demand-side-platform) to recognize logged-in viewers across the Roku OS and devices in the U.S. This capability enables advertisers to reach the same viewer deterministically across different streaming channels and devices, providing more accurate audience targeting and measurement than previously possible.

“With nearly half of all TV streaming time in the U.S. happening on Roku, and the power and depth of Amazon in retail and beyond, together we’re uniquely positioned to prove performance and differentiate DSP offerings for our shared advertisers and marketers,” added Charlie Collier, president of Roku Media.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Samba TV: Amazon Ads Driving Online Theatrical Ticket Sales

As movie theaters struggle to fill seats, new data from Samba TV found that Amazon Ads helped drive online movie ticket purchases by about 13%.

The study, done in collaboration with online movie ticket platform Fandango across 10 major theatrical campaigns, saw direct correlation between the ads and consumer awareness of new films in theaters, consideration to watch, and ultimately conversion via new ticket sales on Fandango.

The study revealed that Amazon Ads campaigns delivered a 23% median lift in purchase consideration and a 13% median lift in confirmed purchases on Fandango, compared to unexposed audiences. Beyond conversions, the campaigns also drove significant impact on discovery, generating a 17% median lift in visits to movie detail pages. These metrics demonstrate a clear link between media exposure and consumer action, reinforcing the power of Amazon Ads to drive conversion across the entertainment funnel.

The analysis of 213 million ad impressions correlated with Fandango purchase data, particularly among audiences who watch less traditional television, and more streaming online television and streaming.

Amazon Ads were 8.5 times more likely to reach light TV viewers who accounted for 77% of ticket purchases on Fandango. These findings suggest Amazon’s ability to reach and activate hard-to-reach audiences that may be missed by more traditional marketing strategies.

“Traditional media strategy separates awareness from conversion, but adaptive audiences prove you can drive both with a unified strategy,” Alyson Sprague, VP of measurement science at Samba TV, said in a statement. “By layering our outcome-driven insights, we’re proving that strategic reach drives both awareness and ticket sales when executed with data and media strategies designed to achieve both.”

The study also highlighted the complementary power of how traditional TV marketing and Amazon Ads work in tandem. When combined, these campaigns delivered the highest lifts in both awareness and purchase intent, by 200% and more than 500%, respectively.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

From Around the Web