# Samsung Ads
> New York, New York (Samsung Ads US); Suwon, South Korea (parent)
- Profile type: Company
- Profile status: baseline
- Last updated: 2026-05-03T00:00:00.000Z
- Canonical URL: https://thestateofstreaming.com/companies/samsung-ads/
- Also known as: Samsung Ads & Services, Samsung Electronics — Advertising business
## Summary
Samsung Ads is the global advertising and services business of Samsung Electronics, operating across the company's smart-TV install base — the second-largest U.S. CTV-OS platform with roughly 23% share per Parks Associates. Anchored by flagship moments at CES, the NewFronts (Performance TV in 2026), and Advertising Week NY, Samsung Ads has scaled from a five-person founding team to an international organization of more than 500 employees.

## Company facts

- Founded: 2017
- Headquarters: New York, New York (Samsung Ads US); Suwon, South Korea (parent)
- Domain: samsungads.com


## Key facts

- Samsung Ads is the global advertising business of Samsung Electronics, operating across the world's largest smart-TV install base; it has been one of the original CTV-OS ad businesses since the unit launched in the mid-2010s. — Samsung Ads: https://www.samsung.com/us/business/samsungads/
- Samsung Ads grew from an original five-person founding team to an international organization with more than 500 employees. — Next TV / Broadcasting+Cable: https://www.nexttv.com/features/cathy-oh-wonder-women-la-2021
- Samsung's CTV-OS holds roughly 23% U.S. market share, second only to Roku at 28%, per Parks Associates data cited by Kirby Grines on April 30, 2026. — Kirby Grines on LinkedIn (citing Parks Associates): https://www.linkedin.com/feed/update/urn:li:activity:7453418573345091584/
- At the 2026 NewFront on March 24, Samsung Ads introduced Performance TV — positioning Samsung as the — Samsung Ads: https://www.samsung.com/us/business/samsungads/blog/2026-newfront-highlight/
- Samsung Ads anchored a flagship presence at CES 2026, with Cathy Oh as a featured speaker on Samsung's CTV-OS and advertising story. — CES — Cathy Oh speaker page: https://www.ces.tech/speakers/cathy-oh/
- Samsung Ads & Services produced its 'service business milestones' summary across Cannes Lions, the NewFronts, and Art Basel in 2024, signaling a coordinated push across the major industry stages. — Samsung Newsroom: https://news.samsung.com/us/samsungs-service-business-milestones-at-2024-cannes-lions-newfronts-and-art-basel/


## Related

- cathy oh (Chief Marketing Officer) — https://thestateofstreaming.com/people/cathy-oh/
- roku (Competitor in U.S. CTV-OS market (Roku 28% / Samsung 23% per Parks Associates)) — https://thestateofstreaming.com/companies/roku/
- the trade desk (Programmatic DSP partner for Samsung Ads inventory) — https://thestateofstreaming.com/companies/the-trade-desk/
- magnite (Programmatic SSP partner for Samsung Ads inventory) — https://thestateofstreaming.com/companies/magnite/


## External coverage

- Samsung Ads: Samsung Ads — corporate site (https://www.samsung.com/us/business/samsungads/)
- 2026-03-24 — Samsung Ads: Samsung NewFront 2026 — Introducing Performance TV (https://www.samsung.com/us/business/samsungads/blog/2026-newfront-highlight/)
- Samsung Ads: Samsung Ads at Advertising Week New York 2025 (https://www.samsung.com/us/business/samsungads/blog/awny-2025/)
- Samsung Newsroom: Samsung's service business milestones at 2024 Cannes Lions, NewFronts and Art Basel (https://news.samsung.com/us/samsungs-service-business-milestones-at-2024-cannes-lions-newfronts-and-art-basel/)

## Profile
Samsung Ads is the global advertising and services business that Samsung Electronics has built across the world's largest smart-TV install base. The unit launched as a five-person team in the mid-2010s and now operates as an international organization of more than 500 employees, with the United States CTV-OS share — roughly 23% per Parks Associates data circulating in spring 2026, second only to Roku at 28% — providing the structural inventory base that the ad business sells against.

The flagship-moment cadence under Chief Marketing Officer Cathy Oh has been the signal of Samsung Ads' positioning shift. The 2026 NewFront on March 24 introduced Performance TV, framing Samsung as the #1 TV brand leading in CTV performance, with interactive formats described as delivering 17x higher engagement than the industry average. CES 2026 anchored Samsung Ads' CTV-OS-as-platform story; Advertising Week New York 2025 extended the same posture; and Samsung's 2024 'service business milestones' summary covering Cannes Lions, the NewFronts, and Art Basel signaled the coordinated push across the industry's major stages.

Samsung Ads sits inside Samsung Electronics' broader services and advertising organization. The company does not break out Samsung Ads revenue in its public filings; competitive positioning is established through its CTV-OS share, the ad-stack partnerships it discloses through programmatic DSP and SSP integrations, and the executive narrative the unit publishes through its CMO and product leadership at the major industry stages.

## Tags

- ctv-advertising
- smart-tv-os
- samsung-electronics
- samsung-tv-plus
- performance-tv
- newfronts-2026
- ces-2026

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