Samsung Ads taps Publica to unify programmatic FAST auctions and SSAI

The integration addresses the long-standing technical gap between digital programmatic execution and the premium user experience of traditional linear television. By adopting server-side ad insertion and sophisticated pod management, Samsung Ads provides the frequency controls and brand safety measures required to attract large-scale broadcast budgets. This move reinforces the trend of OEMs acting as vertically integrated gatekeepers who control both the hardware and the monetization stack. For the broader industry, it signals a shift toward standardization where FAST services must match the reliability of broadcast to maintain growth. Expect competitors like Vizio and Roku to accelerate similar backend upgrades to defend their share of shifting linear ad spends.

Following the initial rollout, Publica (now Publica by IAS) and Samsung Ads announced a multi-year extension of their exclusive global partnership in September 2025. This renewal came as Samsung TV Plus reported reaching 88 million monthly active users (MAU) in late 2024, later surpassing 100 million MAU globally by January 2026. Data from Dataxis in late 2025 highlighted that Samsung TV Plus had become the top-grossing FAST platform in Europe, overtaking Pluto TV by generating over €15 million in additional revenue in Q3 2024 alone. This growth reflects a broader industry pattern where OEM-embedded environments secured a 41% share of CTV revenue in 2025, per Mordor Intelligence reporting from January 2026.

Technological advancement on the platform has expanded beyond ad serving into shoppable and interactive content. At the IAB NewFronts in May 2025, Samsung Ads debuted the Samsung Television Network (STN) and 'ShoppingBreaks,' a format designed to allow viewers to purchase products using creator-hosted, short-form content directly within ad breaks. These performance-driven efforts are backed by estimated annual advertising revenues of $700–$750 million for Samsung Ads as of early 2026, according to recent financial analysis. The platform has also focused on deeper addressability, expanding programmatic access across Southeast Asia in January 2025 via a technical collaboration with Magnite, as reported by industry outlets in October 2025.