Samsung Ads, a leader in advanced TV advertising, announces the 2022 rollout of its Samsung Onboarding Partner Program. The program will allow marketers access to curated audiences through data partners that include Adobe, Experian, LiveRamp, Merkle and Oracle. More partners are slated to join next year.

Advertisers that choose to take advantage of the new program will also have access to Audience Advisor, a media planning guidance service provided by Samsung Ads. This means advertisers can bring in their own audience data and preferred segments. These integrations will be made available in the Samsung Ads DSP in the first half of 2022.

Why we care. It’s still all about consumers and meeting them where they are. Ad-supported video on demand (AVOD) is going to become a more desirable option when TV streamers get maxed out with multiple a la carte pay services (Disney+, Paramount+, Netflix, they all add up).

Consumers also value privacy, which means that in order to be compliant, big players in the data game have to step up and collaborate responsibly with DSPs in programs similar to Samsung Ads’. Only then can advertisers benefit from the high value audiences that are flocking to streaming platforms. Premium data partners make the ad experience more relevant, and might even attract more viewers to lower-cost (or free) AVOD services.

Read next: Streaming is surging, and so are data collaborations.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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