Samsung Ads and AdGood have launched a partnership enabling nonprofits to advertise on connected TV for the first time at scale. Samsung will donate ad inventory from its free streaming service, Samsung TV Plus, to AdGood’s nonprofit exchange, allowing mission-driven organizations to reach viewers across premium streaming environments. The initiative reflects a broader shift in the CTV ecosystem—where unused inventory and automation are being repurposed to advance social impact, equity, and accessibility in digital media.

This report breaks down the essentials of B2B branding and provides best practices and case studies for B2B companies of any size, young and old, across sectors.

Consumers in Europe increasingly see brands in a much broader context. The public is becoming more alert to the ways companies and brands go beyond advertising and marketing to make other positive contributions—or not. The converse also applies: Brands that don’t step up to the plate, or are linked with counterproductive actions, can easily lose consumer approval.