Challenge
Samsung Ads provides advertising solutions built on a unique source of first-party TV data from more than 50 million Samsung Smart TVs across Europe. It saw an opportunity to complement this data by overlaying industry-standard addressable audiences in demographic segments for trading and targeting purposes.
Approach
We worked with Samsung Ads to enhance its targeting solution for Connected TV (CTV) using Kantar Media’s TGI data, the gold standard in GDPR compliance, using extensive, fully opted-in panellist data.
Insight
Our goal was to predict the demographic characteristics of Samsung Smart TV viewers without using personally identifiable (PII) data. In 2022, we moved from testing to full market availability, enabling Samsung Ads to offer an enhanced targeting solution across branding and performance-based CTV campaigns.
Impact
We helped Samsung Ads deliver a market-leading addressable CTV targeting solution. This initiative also laid the groundwork for further matching and scaling between Samsung Ads and our data, enhancing Samsung Ads’ ability to offer detailed, targeted audience segments through its market-leading CTV service.