The news: Samsung Ads announced an integration with Amazon Publisher Cloud (APC) on Monday that connects Samsung’s advertising system with Amazon’s in-depth ad data tools.

• Ad campaigns can now deliver broader reach and more relevant messaging by pairing Samsung’s Smart TV audience data with Amazon’s streaming, shopping, and browsing insights.
• The collaboration is built on Amazon Web Services’ (AWS) clean room technology and offers post-campaign measurement through Amazon Ads, with activation “built on durable, privacy-forward infrastructure, enabling brands to confidently engage authenticated viewers.”
• The solution is currently available to all Amazon Ads marketers in the US.

Why it matters: Brands can now more effectively target and measure ads on Samsung TVs, combining Samsung’s data about what people watch with Amazon’s data on how people browse and buy. Advertisers subsequently gain more mature targeting, access to highly relevant audiences, and improved measurement capabilities.

• The integration means brands can now tailor ads based on deeper insights—for instance, combining information on a viewer’s shopping habits with the types of content they consume. Ads are likely to be more relevant to unique user interests.
• Brands gain access to more relevant, high-intent audiences on Samsung TVs, reaching consumers who are more likely to care about the products a brand is offering and convert to customers.
• The move also unlocks better measurement in Samsung’s connected TV (CTV) space, a channel where advertisers have historically struggled with a lack of insight into audience reach and difficulty measuring ROI.