Samsung signs InfoSum deal for addressable TV boost

Samsung Ads, the electronic giant’s advertising ecosystem which spans hundreds of millions of smart devices across TV, mobile, desktop, and beyond, has become the latest brand to sign up to InfoSum’s “clean room” data collaboration platform.

It is claimed that the partnership will further the South Korean company’s commitment to privacy by enabling clients to match and activate audiences in InfoSum’s privacy-first environment.

Samsung Ads’ advertising partners will now have the ability to match against Samsung’s Smart TV footprint, as well as through Samsung DSP, while continuing to maintain full control over their data.

Founded in London and now co-headquartered in the US, InfoSum’s “clean room” solution has been used by ITV since 2020 and is a now key part of the company’s push into addressable TV advertising through streaming platform ITVX (pictured).

The broadcaster is also a major shareholder in the business, whose client base includes Channel 4, Global, The Telegraph Group, Omnicom, Experian and Kantar.

Samsung Ads global head of analytics ad insights Justin Evans said: “With more brands building out their own first-party data programmes, marketers will be able to use Samsung Ads’ clean room to deliver targetable and measurable ad campaigns, and gain insights about linear and streaming TV viewing, based on the marketers’ own view of their consumers.

“This partnership is the perfect marriage of our two privacy-forward brands and just the beginning of the data clean room strategy that Samsung Ads will continue to expand in 2023.”

InfoSum chairman and CEO Brian Lesser added: “Smart TVs have some of the most robust first-party data, and our clients can now match with the leader in the category, and the number one smart TV manufacturer in the world.”

TOPICS:addressable TV data privacy data strategy data-driven marketing InfoSum ITV Samsung