AdExchanger
Samsung Ads is opening its premium home screen inventory to programmatic buyers in Q3 2026, with The Trade Desk among the first platforms to gain access. Home screen placements have historically been sold direct due to their high-value positioning, making this a meaningful expansion of quality CTV supply. Will Doherty, SVP of Inventory Partnership at The Trade Desk, noted that programmatic access will give advertisers a unified view of creative and measurement, enabling clearer insight into how home screen placements drive awareness, recall, and frequency outcomes.