Samsung expands CTV interactivity with Amazon Ads partnership at NewFronts

Samsung unveiled a partnership with Amazon Ads to bring interactive, shoppable video capabilities to Samsung TV Plus during its IAB NewFronts 2026 presentation.

The integration, set to launch in July, will enable viewers to take action on ads using their remote controls, including adding products to a cart or sending information to a mobile device. The company said Samsung TV Plus is the first external connected TV platform to support Amazon’s interactive video ad technology through Amazon DSP.

“Shoppable innovation is no longer a future concept, it’s the standard,” said Courtney Howell, head of agency development, Samsung Ads. “With our new Amazon integration and the expansion of Samsung Ads interactive ad capabilities, we’re transforming the biggest screen in the home into a fully shoppable, performance-driven platform where inspiration, engagement, and purchase happen in the same moment.”

Advertisers will be able to access Samsung TV Plus inventory via Amazon DSP and use Amazon Marketing Cloud data, including browsing, streaming and shopping signals. Brands that sell through Amazon can offer “add to cart” functionality, while others can deploy actions such as “send to phone” or “sign up.”

“Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals,” said Kelly MacLean, vp of engineering, science and product at Amazon DSP. “By bringing Amazon’s interactive ad technology to Samsung through Amazon DSP, together we’re providing an experience for advertisers to deliver on any full-funnel marketing objective—whether it’s awareness, consideration, or conversion.”

Samsung also introduced updates to its Creative Canvas ad formats, including product galleries, vertical video and click-to-email features designed to increase interactivity.

The company outlined new AI-driven capabilities, including Vision AI Companion, AI-powered contextual targeting and audience segmentation tools aimed at improving ad relevance and engagement.

Samsung said it is expanding interactive programming across Samsung TV Plus following earlier tests, including live polling during a Jonas Brothers event that generated significantly higher engagement than QR-based formats. Additional interactive content and live programming are planned with partners including A+E Global Media, AMC Networks, LiveNOW from Fox, MotoAmerica, TelevisaUnivision and Vevo.

Advertisement

Samsung said its free ad-supported streaming service reaches more than 100 million monthly active users globally, with streaming hours increasing year over year. The company positioned the new capabilities as part of a broader push to support full-funnel advertising, from awareness through conversion, within the connected TV environment.