Magnite and Samsung Ads: A Powerful Partnership in Southeast Asia's CTV Market

In a strategic move that solidifies its position in the rapidly growing Southeast Asian connected TV (CTV) market, Magnite (Nasdaq: MGNI) has strengthened its partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus. This collaboration, announced on January 15, 2025, enables advertisers to access premium video inventory on Samsung's free ad-supported streaming TV (FAST) service in Singapore, the Philippines, and Thailand for the first time.

Samsung TV Plus, available on millions of Samsung Smart TVs across the region, offers instant access to a wide range of live TV channels spanning entertainment, news, movies, and more. With popular content like MythBusters, Survivor, Deal or No Deal, and Red Bull TV, the service is set to grow its channel list in early 2025. Through this new partnership, advertisers can now programmatically access Samsung TV Plus' premium, and growing, in-stream inventory.

Gavin Buxton, Managing Director, Asia at Magnite, expressed his enthusiasm about the partnership: "The powerful combination of Smart TV adoption and increased consumption of ad-supported streaming content in Southeast Asia represents a significant market opportunity. Samsung is uniquely positioned to capitalize upon this transformation, and we are excited to expand our relationship with them. We look forward to working with Samsung to drive results as they leverage our leading streaming technology to help streamline programmatic activation of premium inventory on Samsung TV Plus."

Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania (SEAO), added: "Launching our FAST service, as well as native and in-stream ads, in just 12 months reflects the huge opportunity we see in the region. Seven in ten TV viewers already watch ad-supported streaming content, and our FAST service gives advertisers a new way to reach this audience. As we scale Samsung TV Plus, Magnite will play a pivotal role by making it programmatically available to brands and agencies across multiple Southeast Asia countries."

This partnership marks a significant milestone for Magnite in the Southeast Asian CTV market, providing advertisers with exclusive programmatic access to Samsung TV Plus inventory in key markets with a combined population exceeding 190 million. With the region's accelerating shift toward CTV consumption, this deal positions Magnite advantageously in the high-growth market segment of FAST services, which are experiencing rapid adoption among younger, digital-native consumers.

As the Southeast Asian CTV market continues to expand, driven by rising disposable incomes, increasing Smart TV penetration, and growing acceptance of ad-supported streaming models, Magnite's partnership with Samsung Ads creates a powerful synergy for capturing this market opportunity. By leveraging Samsung's dominant position in the regional Smart TV market and Magnite's programmatic expertise, advertisers can now access premium, brand-safe inventory on millions of Samsung Smart TVs through a single, streamlined platform.

In conclusion, Magnite's strengthened partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus in Southeast Asia represents a strategic move that solidifies its position in the region's rapidly growing CTV market. With exclusive access to premium inventory on millions of Samsung Smart TVs, Magnite is well-positioned to capture a larger share of the regional CTV advertising market and drive significant revenue growth.