MUMBAI: Now that’s what you call prime-time chemistry. Samsung Ads and Publica by IAS have renewed their multi-year global partnership, promising to make connected TV (CTV) ad breaks as smooth as the shows themselves.
Announced in New Delhi on 1 October, the deal sees Samsung Ads lean on Publica’s award-winning ad server and unified auction tech to boost revenue while keeping viewers glued to seamless, TV-like ad experiences.
Samsung TV Plus, the company’s free ad-supported streaming service, already beams out more than 3,500 channels worldwide, more than any other major FAST (Free Ad-Supported TV) platform, and reaches a staggering 88 million monthly users. With Publica’s technology under the hood, Samsung Ads aims to give brands precision targeting and advertisers first dibs on prime ad slots, without compromising on the viewer experience.
“Publica’s platform has helped us become the industry’s leading FAST service,” said Samsung Ads head of channel sales Joe Melaragno. “This next phase deepens our ability to deliver more high-quality content while maximising value for advertisers.”
Publica CRO Cameron Miille added, “Our solutions ensure Samsung Ads can curate exceptional CTV ad breaks as their audience continues to grow.”
From pod exclusivity to smarter auctions, the partnership is designed to make ads feel less like interruptions and more like part of the show, a win for both brands and binge-watchers.