Samsung Ads
New York, New York (Samsung Ads US); Suwon, South Korea (parent)
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.
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.