Samsung Ads plugs Eyeota data into CTV push for sharper household targeting

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Samsung Ads Southeast Asia has partnered with global data technology firm Eyeota, a Dun & Bradstreet company, to overlay viewership insights from millions of Samsung Smart TVs with Eyeota’s consumer data for the first time.

The move aims to help advertisers better reach relevant household audiences across Singapore, Thailand and the Philippines through connected TV (CTV) campaigns.

The collaboration, which comes 18 months after Samsung Ads launched its free streaming service Samsung TV Plus in Southeast Asia, marks its first data partnership in the region. It combines Samsung TV’s scale and regional reach with Eyeota’s data network, strengthening Samsung Ads’ targeting capabilities.

Don't miss: How advertisers can deliver premium CTV ad experiences without overspending

With the integration, advertisers can target audiences based on demographics, interests and behavioural signals, enabling more precise delivery of native and video ad formats on the largest screen in the home, as CTV adoption accelerates across Southeast Asia.

“Our new partnership with Eyeota empowers advertisers to unlock the full potential of CTV. The combination of scale and unique audience segmentation gives brands greater confidence that their campaigns are reaching the right consumers to ultimately deliver better outcomes," said Alex Spurzem, managing director Samsung Ads Southeast Asia and Oceania (SEAO).

In tandem, Marc Fanelli, General Manager, Dun & Bradstreet sales and marketing services, commented, “Whether the goal is driving broad discovery or accurately converting intent into purchase, understanding CTV audiences and meeting them where they are watching is key to delivering campaign impact."

"Our work with Samsung Ads significantly increases accessibility for brands and advertisers, ensuring campaign budgets are spent reaching the audiences that matter most," he added.

Samsung Ads has also been scaling its CTV ecosystem through existing infrastructure partnerships. Last year, it extended its multi-year global partnership with Publica by IAS, reinforcing an exclusive collaboration aimed at enhancing CTV ad experiences worldwide.

The deal saw Samsung Ads continue leveraging Publica’s CTV ad server and unified auction technology to improve yield, optimise ad revenue and deliver a more seamless, TV-like viewing experience.

Through Publica, Samsung Ads gives advertisers access to premium CTV inventory on Samsung TV Plus, the company’s free ad-supported TV (FAST) service streaming more than 700 channels in the US and 3,500 globally.

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