Samsung Ads is making it easier for advertisers to tap into the power of its smart TV home screen, on Wednesday announcing programmatic accessibility to the CTV inventory via leading DSPs The Trade Desk and Google’s Display & Video 360.
The new automated buying paths are expected to be available globally in Q3 thanks to integrations with the demand-side platforms and Samsung’s adoption of Magnite’s supply-side SpringServe ad serving technology to power the home screen inventory.
It’s the first time non-skippable home screen connected TV inventory from Samsung smart TVs will be available through DSP workflows.
For Samsung, the integrations mark the first step in a broader strategy to make its premium TV screens more easily accessible through automated buying channels, and additional platform partnerships are expected to be announced in the coming months.
Part of the aim for Samsung integrating with TTD and DV360 is to meet ad buyers where they are, noting that agencies and brands already use those ad tech partners to execute the majority of their media buys.
It also comes as growth is expected for programmatic or automated buying this year and beyond, albeit not without related complexities.
According to Proximic by Comscore’s State of Programmatic 2026 Report, 56% of marketers expect to increase programmatic investment in 2026. And 45% of marketers said they’re increasing CTV budgets and reallocating dollars from linear TV, while nearly a quarter of marketers expect more than 80% of their buys to be executed programmatically.
“The Samsung home screen is one of the most valuable ad units in streaming, combining exceptional visibility, high consumer attention, and the ability to engage viewers at the very start of their entertainment experience,” said Eldad Persky, SVP of Global Product, Engineering & Business Development for Samsung Electronics., in a statement. “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.”
Samsung also has an eye towards the future as it enables programmatic buying for TV home screen inventory. Per the release, this positions the inventory for the next phase of automated media buying, where agentic and AI-assisted workflows are entering the scene to help optimize placements, delivery and performance.
With the expanded buying paths and integrations, Samsung said advertisers can more seamlessly incorporate the company’s high-impact TV placements into multichannel strategies that might span CTV, retail media and wider omnichannel investments.
Home screen ads are a relatively new type of inventory that has cropped up alongside the advent of CTV and continued migration to streaming. And some have categorized this as prime and coveted real-estate as it gives advertisers a chance to get in front of viewers as soon as they power on the living room TV screen.
The growing popularity has meant home screen or menu ads are one of the six top emerging CTV formats identified by IAB last year for standardization to help ease and scale programmatic buying by introducing more consistency.
“The home screen is an integral part for every consumer’s TV usage,” said Will Doherty, SVP of Inventory Partnerships, The Trade Desk. “This prime visual real estate is important for every consumer as they choose which apps they want to stream, listen or connect to. 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.”
Samsung suggested the ad tech integrations also mean buyers can also more effectively manage frequency, improve relevance and create improved campaign performance and greater brand lifts that intelligence programmatic activations can help enable.
“By bringing Samsung’s premier home screen inventory into the programmatic ecosystem through SpringServe, we are making high-impact CTV placements more seamless, scalable, and measurable,” stated Mike Laband, Group SVP of Revenue at Magnite. “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.”
Rival TVOS player Roku, meanwhile, has previously pegged improved homescreen monetization as one of its focus areas to accelerate platform revenue growth and recently released the first significant update to its CTV home screen in more than a decade.