Samsung TV Plus Becomes First External CTV Partner for Amazon DSP Interactive Video Ads
At IAB NewFronts 2026, Amazon Ads announced a partnership with Samsung that will bring remote-enabled Interactive Video Ad (IVA) capabilities to Samsung TV Plus, launching July 2026. Samsung TV Plus becomes the first external CTV device partner to offer this capability through integration with Amazon DSP. Viewers will be able to act on ads using their TV remote — Amazon sellers can use 'Add to Cart' to drive direct purchases inside the Amazon storefront, while non-Amazon advertisers can use outcome-driven formats like 'Send to Phone' and 'Sign Up Today' to extend engagement off-screen. Advertisers will be able to access and activate Samsung TV Plus inventory through Amazon DSP using the same buying interface they already use for other DSP campaigns.
Key Points
- Announced March 27, 2026 at IAB NewFronts 2026: Amazon Ads + Samsung partnership brings remote-enabled Interactive Video Ads to Samsung TV Plus
- Launching July 2026 — Samsung TV Plus becomes the first external CTV device partner to carry Amazon's interactive ad technology
- For Amazon sellers, 'Add to Cart' lets viewers buy directly inside the Amazon storefront with a single click of the TV remote
- For advertisers who do not sell on Amazon, outcome-driven formats include 'Send to Phone' and 'Sign Up Today' to extend engagement beyond the TV screen
- Advertisers access Samsung TV Plus inventory through Amazon DSP — the same buying experience already used for other Amazon DSP campaigns
- Additional capabilities flagged for the integration include product galleries, vertical video, and click-to-email
What You Should Do Now
- 1If you advertise on Amazon DSP, plan for Samsung TV Plus inventory to become accessible alongside your existing CTV placements when the integration launches in July 2026
- 2If you sell on Amazon, prepare creative variants that include 'Add to Cart' calls-to-action — these drive directly into your Amazon storefront from the TV remote
- 3If you do not sell on Amazon, consider creative variants using 'Send to Phone' or 'Sign Up Today' to capture viewer intent that extends past the TV screen
- 4Skip this launch if you do not run Amazon DSP campaigns or do not advertise in the United States — both are prerequisites at launch