Samsung Ads and Snowflake collaborate to unlock the power of Samsung audience, linear and CTV campaign data in a secure data clean room for better advertiser insights, planning and measurement efficiency

Addressing the challenges of today’s complex viewing landscape

Today’s fragmented viewing landscape presents marketers with a unique and complex set of challenges, ranging from audience duplication to missed reach to the need to optimize media buys for lower funnel outcomes. At a time when every dollar counts, it’s harder than ever to track the impact of ad campaigns across linear and streaming. In a performance-first advertising Thanks environment, there’s simply no room for wasted ad dollars or incomplete attribution - yet, critical data to address these issues has remained inaccessible or siloed. 

Samsung’s industry-leading scale and coinciding data offers insight into viewing behavior on millions of devices (including nearly 80 Million TVs in the US alone), revealing what consumers are actually watching. But scale alone does not unlock value. Advertisers need accessible insights to make smarter media decisions across platforms, optimize media buys, and measure outcomes. Not only do these insights need to be easily accessible, but they also need to be offered in a privacy-first environment.

That’s exactly why Samsung Ads has created  Data+. Data+ addresses this gap by enabling full-funnel campaign strategies that are more informed, effective and privacy-first.

Data+ with Snowflake: What it is

Data+ is an innovative new offering from Samsung Ads that enables advertisers to directly benefit from the massive scale and depth of Samsung’s first-party data in Snowflake Data Clean Rooms.

For years, advertisers have asked for direct access to Samsung’s ad exposure data. With Data+, that access is finally here. For the first time, brands can now combine their first-party data with Samsung’s audience, linear and CTV campaign data in a Snowflake Data Clean Room, enabling better media planning and unlocking the ability to measure ad campaigns in greater depth than ever before.

“Advertisers have long requested easier, privacy-first access to Samsung’s TV data to better understand exposure across linear and CTV,” said Justin Evans, Head of Innovation & Insights, Samsung Ads. “With Data+ via Snowflake, we’re giving them the tools to act on that data – eliminating waste, proving performance, and driving smarter decisions across the full media buy.”

With Data+, Samsung Ads and Snowflake are not just helping brands to optimize their ad spends, we’re also empowering them to use data for smarter decision-making across their entire media buy.

“As the industry sprints toward full-funnel accountability, our partnership with Samsung Ads directly addresses one of the most consistent demands we hear from advertisers and lays the groundwork for a new standard in advertising,” said Kamakshi Sivaramakrishnan, General Manager, Snowflake Data Clean Rooms. “This is a prime example of how industry leaders can come together to make data collaboration more secure, more scalable, and ultimately more powerful.”.

How it works

Data+ enables brands to merge their own first-party data with Samsung’s linear and CTV campaign logs in a Snowflake data clean room.

Here’s how it works:

○   Samsung universe file is shared in a Snowflake clean room to overlap with an advertiser's 1P segments to create and activate custom audiences

○   Samsung exposure data available in Snowflake: Samsung’s proprietary linear and CTV exposure log files are shared in Snowflake Data Clean Rooms, preserving privacy

○   Through third party anonymization, this universe and log file data is then made available in an aggregated, privacy-preserving manner

    ●   All data viewed by advertisers will be aggregated with analysis performed by pre-approved queries

    ●   Samsung’s data is overlapped with the advertiser’s data

Advertiser use cases and benefits

The insights derived from Data+ open up a world of possibilities for marketers seeking to optimize their campaigns at every stage of the process, from planning to activation to measurement.

With Data+, marketers can dig deeper into audience behavior, using insights to build precise reach-and-frequency curves that show how often viewers are actually exposed to their messages. They can follow the customer journey beyond the first ad impression, linking exposure to downstream actions and proving lower-funnel impact. Campaigns can then be fine-tuned across linear and streaming so marketers can make their media strategy smarter and more efficient over time.

With Data+, marketers can reduce wasted ad dollars from audience duplication and missed reach, more accurately measure lower-funnel outcomes and optimize ad campaigns across linear and streaming with greater ease and accessibility than ever before. All of this is made possible with consumer privacy at the forefront, thanks to Snowflake’s sophisticated, yet easy to use data clean room technology.

Following successful beta testing with Snowflake, Data+ is now available to all advertisers in the U.S. with global expansion and new clean room partners to follow in 2026.

Looking ahead: Collaborating to write the next chapter of privacy-first data sharing for full-funnel outcomes

Looking ahead, Samsung Ads and Snowflake continue to deepen our work together to share in a commitment to co-innovation and making it easier, more accessible and more efficient for advertisers to harness the power of data to achieve full-funnel outcomes with privacy at the forefront.

Data+ will lay the groundwork for future capabilities that empower advertisers to get a more complete picture of their customer journey and ad performance, all within a privacy-first environment.