Magnite, an independent supply side platform, announced Wednesday an expanded global partnership with Samsung Ads, the advertising division of Samsung Electronics.

To help bolster audience addressability in streaming, Samsung Ads will leverage Magnite Access to better manage behavioral audience data across Magnite platforms, Magnite said in a press release. Magnite Access helps media owners like Samsung Ads increase the volume of targeted impressions in Magnite’s exchanges and drive higher CPMs and revenue, according to the company.

From 2023 to 2024, Samsung Ads saw double-digit percentage gross revenue growth on the Magnite Streaming SSP.

According to Samsung, Samsung Ads has cultivated the largest single source of TV data in the U.S. market attained with user consent. Samsung TV Plus, Samsung’s free ad-supported TV (FAST) and on-demand (AVOD) service, has 88 million monthly active users and recently launched in Singapore, the Philippines and Thailand, with Magnite facilitating programmatic access to this inventory for the first time in the region.

“Alongside the rapid growth of our ads business, Magnite has been an instrumental partner helping us build custom technology to improve our programmatic monetization,” said Joe Melaragno, head of channel sales at Samsung Ads. “Our collaboration with Magnite has led to a number of breakthroughs including simplified genre targeting to support contextual advertising, improved forecasting capabilities and a significant reduction in timeouts to complement our rapid viewership growth on Samsung TV Plus.”