Samsung Electronics’ advanced advertising division, Samsung Ads, recently announced a partnership with Epsilon, a leading provider of advertising and marketing technology worldwide. The partnership promises to provide brands with cutting-edge TV viewership data, network reach, precise activation, and measurement. Brands can access distinctive audiences produced from transactional and demographic data thanks to the connection. For activation across Samsung’s brand-safe Smart TV, connected TV (CTV), and mobile inventories, it also provides a brand’s own first-party data. Additionally, the collaboration enables businesses to use Epsilon audiences to launch ads across the US Samsung Ads Smart TV Ecosystem.
Samsung Ads and Epsilon’s first-party data integration
As the advertising sector gets ready to function in an age without third-party cookies and identifiers, collaboration will become increasingly crucial. This announcement mostly relies on first-party data. It provides the framework for exact ad targeting and campaign execution. It makes it possible to create unique segments. The relationship with Epsilon is a significant accomplishment for Samsung Ads. To improve precision, the new integration provides a direct one-on-one match. It also does away with the requirement for third-party data or crosswalks utilizing Epsilon segments. It improves productivity, generates cost savings, and streamlines business operations, adding value. With the help of top measurement partners, ads are measured using industry-standard Samsung measurement procedures. They differ according to the goals of the campaign, key performance indicators (KPIs), intended results, and other pertinent variables.
250 million verified US consumers are included in Epsilon’s consumer database. The volume of consumer data gives businesses the chance to identify and communicate effectively with each customer across channels. Additionally, it gives organizations the ability to monitor the success of their marketing initiatives while ensuring that consumer data is kept safe and secure at all times.
Here’s what they said
Epsilon general manager of data solutions Dennis Self said
Epsilon’s partnership with Samsung Ads provides a seamless experience for marketers who are looking to activate Epsilon’s audiences and their first-party data in CTV environments. Our unique audiences provide marketers with confidence that they’ll reach the right people at the right time with messages that matter, removing barriers to activation while simultaneously creating increased demand for CTV campaigns.
Courtney Howell, head of agency development at Samsung Ads commented,
Samsung Ads’s platform, device ecosystem and media assets, including Samsung TV Plus, are critical to reaching consumers across CTV. Through our direct integration with Epsilon, brands can leverage the Samsung TV universe and engaged audience to make CTV campaigns even more powerful. This partnership represents a milestone for Samsung Ads’ ongoing relationship with Epsilon to give even more brands and agencies the ability to immediately activate against our Smart TV footprint with improved measurement and attribution solutions. Our partnership with Epsilon also means that any brands working with Samsung Ads can expect a faster, more seamless execution, combined with the ability to leverage our leading TV data and scale to power CTV campaigns that drive significant performance.