The news: Samsung Ads has expanded its partnership with Magnite, formally adopting the supply-side platform’s (SSP) Magnite Access toolset to improve audience addressability across its growing global footprint.

According to Adweek, the deal equips Samsung with end-to-end tools for campaign planning, segment discovery, forecasting, and activation—streamlining how campaigns are launched and scaled across Samsung TV Plus and other ad-supported inventory.

• Magnite’s platform enables teams to independently build custom audiences using first-party Samsung Smart TV data layered with third-party segments like household income and pet ownership.