• by Wayne Friedman , Yesterday

Opening up some of its “walled garden” data, Samsung Ads -- partnering with Snowflake -- will offer brands deeper data to campaigns running on Samsung TV sets when it comes to linear TV and connected TV (CTV) networks and platform.

The announcement came before the opening of the Consumer Electronics Show (CES) in Las Vegas.

Advertisers previously only had access to a limited portion of data -- linear TV advertising exposure.

The new effort, according to Samsung, will offer brands more “lower funnel” outcomes.

“With the launch of Data+ with Snowflake, we are unlocking for the first time access to Samsung’s linear and CTV logfile data to help brands get a more granular understanding of the full customer journey post ad exposure,” according to a Samsung representative.

The company says advertisers using Data+ and brands can now combine their first-party data with Samsung’s audience, linear and CTV campaign data in a Snowflake Data Clean Room. This means neither party will access the first-party data of the other party.

According to rough industry estimates, Samsung Ads pulls in approximately $700 million to $750 million a year in advertising revenue.

According to an ARF Dash Study released in August 2025, Samsung had an advertising reach of 45.54 million smart TV households, virtually tied with Amazon Prime Video (45.48 million) when it came to advertising-supported smart TV households.

Overall, Samsung has said it has 77 million active Samsung Smart TVs from which it draws first-party viewing and ACR (automated content recognition) data for advertisers.