Samsung Launches “Performance TV:” Full-Funnel Performance Platform and AI-Powered Ad Products

At IAB NewFronts 2026, Samsung is challenging brands to rethink what TV can deliver with a new era of Connected TV (CTV) built for performance, participation, and outcomes at scale. This year, Samsung Ads, the advanced advertising division of Samsung Electronics, is unveiling a full-funnel performance platform powered by AI and shoppable innovation - also featuring a new commerce integration with Amazon to accelerate impact. Additionally, Samsung TV Plus is expanding its exclusive offering with live events and creator-led programming, plus interactive experiences throughout.

"This moment marks a new era of TV, and Samsung is leading what comes next," said Sang Kim, EVP and Head of North America Service Business, Samsung Electronics. "Consumers are choosing ad-supported streaming, creators they trust, and live moments they want to experience together, and brands need a platform built to turn that attention into action. By combining connection, intelligence, and outcomes, Samsung is moving TV beyond reach and into real, measurable performance that drives business growth."

Samsung Redefines CTV Through Shoppable Ad Innovation

Samsung is announcing a partnership with Amazon Ads to bring Amazon's remote-enabled Interactive Video Ad (IVA) technology directly to Samsung TV Plus, making Samsung TV Plus the first external CTV device partner to offer this capability through Samsung's integration with Amazon DSP.

Launching in July, the integration enables viewers to take immediate action from their Samsung TV screen. For brands selling on Amazon, "Add to Cart" functionality allows shoppers to purchase directly within their Amazon storefront with a seamless click of the remote. For advertisers who do not sell on Amazon, outcome driven headlines like "Send to Phone" and "Sign Up Today" extend engagement beyond the TV screen.