Samsung Ads today announced that, for the first time, advertisers can buy home screen placements on Samsung Smart TVs programmatically, connecting one of the highest-visibility surfaces in connected television to the DSP workflows brands already operate day to day.

What is changing and why it matters

The announcement, dated June 10, 2026, marks a meaningful structural shift in how premium CTV inventory reaches the market. Samsung Ads, the advertising division of Samsung Electronics, will make its native home screen units available through The Trade Desk and Google's Display and Video 360 (DV360). The transaction layer underneath both integrations is Magnite's SpringServe ad server, which Samsung has adopted to power its home screen inventory. Programmatic access across all global regions is set to begin rolling out in Q3 2026, with additional platform partnerships expected to be announced in the coming months.

Until today, home screen placements on Samsung Smart TVs were not available through automated buying channels. Advertisers who wanted to reach consumers at the precise moment they switched on their TV sets - before any app was launched, before any content began - had to negotiate those placements through direct deals. The integrations announced today change that. Buyers operating inside The Trade Desk or DV360 will soon be able to activate Samsung home screen inventory as part of broader omnichannel plans, managing frequency, targeting, and delivery alongside CTV, retail media, and other channels.

For media buyers, the practical implication is consolidation of workflow. Rather than maintaining a separate line of negotiation for one of the most prominent screens in the home, agencies can incorporate Samsung home screen units into campaigns already running inside the DSPs they use for the majority of their media investment.

The role of SpringServe

Magnite's SpringServe sits at the center of the technical architecture. According to Samsung, the company has adopted SpringServe as the ad serving technology for its home screen inventory. Magnite merged its SpringServe ad server with its supply-side platform capabilities in April 2025, creating a unified platform that streamlines buyers' connection to 99% of US streaming supply. Initial clients at that stage already included Samsung alongside Disney Advertising, LG Ad Solutions, Paramount, Roku, and Warner Bros. Discovery.

The Spring Serve integration for Samsung's home screen inventory represents an extension of that relationship into a new placement type. Rather than in-stream video inventory inside Samsung TV Plus - the area where earlier Magnite and Samsung collaborations were focused - this integration covers the home screen itself: the UI layer that every Samsung Smart TV owner encounters when the device powers on.

Mike Laband, Group Senior Vice President, Revenue for Magnite, described the rationale in terms of making premium placements operationally consistent with modern programmatic standards. "With our SpringServe ad server as the foundation for Samsung's premier home screen inventory, we are making high-impact CTV placements more seamless, scalable, and measurable," Laband said, according to Samsung. "This integration enables brands to activate one of the most valuable surfaces in CTV with the data, optimization, and performance expectations that define modern programmatic media."

For context on how SpringServe has been evolving as a platform, PPC Land has covered the seven video ad servers competing for dominance in the 2025 CTV marketplace, where SpringServe's role as a unified SSP and ad server combination is documented in detail.

What Samsung home screen units are

Samsung native home screen placements occupy the UI that loads when a Samsung Smart TV turns on. According to Samsung, these placements are designed to engage audiences from the moment the TV is turned on. They are non-skippable by nature - the user has not yet navigated to any app or content, so there is no competing action to take. The company positions them as combining exceptional visibility with high consumer attention.

Samsung is the world's number one TV brand by global shipments. The company operates Samsung TV Plus, a free ad-supported streaming service that reached 88 million monthly active users globally, according to figures cited in the April 2025 partnership expansion with Magnite. Samsung Ads serves over 25 countries. That combination of device scale and monthly active user reach gives the home screen placement considerable reach potential.

Eldad Persky, Senior Vice President, Global Product, Engineering and Business Development for Samsung Electronics, described the commercial value in terms of campaign reach and placement quality. "By making this inventory available through the platforms advertisers already use every day, we're giving brands easier access to premium, non-skippable placements that extend campaign reach and deliver meaningful impact at scale," Persky said, according to Samsung.

The DSP perspective

Both DSP partners named in today's announcement - The Trade Desk and Google DV360 - have been central to several recent CTV inventory expansions. Netflix opened its ad inventory to The Trade Desk, Google DV360, and Magnite in May 2024. Disney connected its Real-Time Ad Exchange directly to Google and The Trade Desk in March 2024. The Samsung home screen integration follows a pattern where premium, previously hard-to-access inventory surfaces are progressively connected to the DSP infrastructure buyers already operate.

Will Doherty, SVP of Inventory Partnerships at The Trade Desk, framed the announcement in terms of consumer behavior and untapped inventory categories. "The home screen is an integral part for every consumer's TV usage," Doherty said, according to Samsung. "This prime visual real estate is important for every consumer as they choose which apps they want to stream, listen or connect to. Samsung Ads' forward-thinking approach towards home screen inventory means that advertisers can now seamlessly integrate into this user experience programmatically. This represents a major move in an untapped category, and we look forward to more brands adding home page inventory to their digital media plans."

The reference to "untapped category" is notable. Home screen inventory on smart TVs has existed for years as a direct-sold format but has not been part of standard DSP-driven planning. Its inclusion in programmatic workflows - subject to the Q3 rollout proceeding as described - would add a placement type to automated buying that currently does not exist there.

Agentic workflows and the next stage

Samsung's announcement touches on something beyond immediate campaign activation. According to the press release, the integration positions Samsung home screen inventory for what the company describes as the next evolution of automated media buying, including agentic and AI-assisted workflows that can help optimize placement decisions, delivery, and performance across channels.

This framing is directly relevant for buyers tracking developments in agentic advertising infrastructure. Magnite built its first seller agent into SpringServe in December 2025, testing AI-driven advertising transactions with Scope3 as a buyer agent partner. The company has been building toward a model where both buyers and sellers operate agents that can transact programmatically with reduced manual intervention. Samsung home screen inventory, served through SpringServe and available via The Trade Desk and DV360, is now plausibly within scope of those agentic frameworks.

For agencies and trading desks with large DV360 footprints, this matters because inventory quality and placement type have historically been barriers to including TV-first surfaces in automated buys. The combination of a recognized DSP integration, a structured ad server layer, and explicit framing around agentic compatibility suggests Samsung is preparing this inventory for the direction the market appears to be moving.

Broader Samsung ad product context

Today's announcement sits within a series of Samsung Ads product moves in 2025 and 2026. In March 2026, Samsung launched what it called Performance TV, a full-funnel performance platform with AI-powered ad products. At NewFronts in May 2025, Samsung revealed interactive ad formats and the Samsung Television Network alongside full-funnel performance solutions.

The company also expanded its programmatic partnerships significantly over the past year. Samsung Ads and Magnite expanded their global partnership in April 2025 with a focus on audience addressability, incorporating Magnite Access to enhance Samsung Ads' data capabilities. Magnite had earlier expanded programmatic advertising on Samsung TV Plus in Southeast Asia in January 2025, covering Singapore, Thailand, and the Philippines for the first time. Samsung Ads and Publica extended their exclusive global CTV partnership in September 2025, covering ad serving infrastructure across Samsung TV Plus globally.

The home screen programmatic integration announced today represents an adjacent but distinct layer. While prior Magnite and Publica partnerships have focused on in-stream video inventory inside Samsung TV Plus - standard pre-roll and mid-roll formats in a FAST environment - today's announcement covers the OS-level placement that appears before any content or app is selected. This is a different surface technically and commercially.

Supply chain implications

The CTV advertising supply chain has been a subject of sustained scrutiny and reform. IAB Tech Lab's August 2025 CTV Ad Ops Workshop, which included participants from Samsung, Fox, Disney, NBC, Paramount, DirecTV, and Yahoo, identified six critical technical barriers preventing CTV advertising from reaching full programmatic potential. Fragmented creative ID systems, inconsistent format specifications, and measurement gaps were among the barriers identified.

The Samsung home screen integration introduces a new placement type into the programmatic ecosystem at a moment when the infrastructure for CTV buying is still being standardized. IAB Europe published a comprehensive guide to programmatic CTV in April 2026, mapping the technical landscape in detail for European buyers and sellers. That guide covers DSP-SSP interactions, SSAI implementation, and the regulatory context - the same infrastructure on which Samsung's home screen buying will operate.

Separately, CTV's share of media budgets doubled from 14% in 2023 to 28% in 2025, according to industry data cited across multiple reports tracked by PPC Land. Large advertisers were already planning a 43% spending increase on addressable TV by 2026 as of November 2025. The Samsung home screen integration gives those advertisers a new surface to direct some of that investment.

The IAS Total TV launch in April 2026 introduced show-level transparency to CTV ad buying across Disney, NBCUniversal, Paramount, and Prime Video inventory. It is not yet clear whether comparable transparency tools will be available for home screen placements, which operate at the UI layer rather than within content streams. This is likely to become a practical question for buyers evaluating the inventory once Q3 availability begins.

What is not yet known

Samsung's announcement confirms the DSP partners and the ad serving infrastructure, but leaves several operational details to be determined. The specific deal structure - whether home screen inventory will transact through open auction, private marketplace, or programmatic guaranteed arrangements - is not specified. Pricing floors and data availability for targeting are also not described in available materials.

The rollout timeline is given as Q3 2026 across all global regions. Samsung notes additional platform partnerships beyond The Trade Desk and DV360 will be announced in coming months. Whether other major DSPs - Amazon DSP, Xandr, Yahoo DSP - will be added to the integration remains open.

For buyers who want to explore the integration, Samsung directs inquiries to the Samsung Ads website. The practical starting point for most agencies will likely be their existing Trade Desk or DV360 account teams, once the Q3 rollout begins.

Timeline

Summary

Who: Samsung Ads, the advertising division of Samsung Electronics, in partnership with Magnite (SpringServe), The Trade Desk, and Google Display and Video 360.

What: For the first time, Samsung Smart TV home screen ad placements - high-visibility, non-skippable units appearing when the TV powers on - will be available for programmatic purchase through The Trade Desk and DV360, using Magnite's SpringServe as the underlying ad server.

When: Announced June 10, 2026. Programmatic access is scheduled to begin rolling out globally in Q3 2026. Additional DSP partnerships are expected to be disclosed in the coming months.

Where: The inventory covers Samsung Smart TVs globally across all regions where Samsung Ads operates, which includes more than 25 countries across North and Latin America, Europe, South Korea, Australia, New Zealand, Southeast Asia, and India.

Why: Samsung is opening home screen inventory to automated buying to meet advertisers inside the DSP workflows they already use for the majority of their media investment, lowering the barrier to activating one of the largest premium surfaces in CTV at scale. The integration also positions the inventory for emerging agentic and AI-assisted buying workflows, as the programmatic infrastructure underpinning the deal - SpringServe - has been actively developed for AI-driven transaction models since late 2025.