Can you run CTV ads on Samsung TV Plus?

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Last updated: April 8, 2026

Quick Answer: No, you cannot run CTV ads on Samsung TV Plus because it is a free, ad-supported streaming service (FAST) that operates on a different advertising model than traditional CTV platforms. Samsung TV Plus uses its own proprietary ad insertion technology to serve ads directly within its content, rather than allowing third-party programmatic CTV ad placements. The service launched in 2016 in the United States and has expanded to over 24 countries as of 2023, offering over 200 channels without requiring a subscription or login.

Key Facts

Samsung TV Plus launched in 2016 in the United States
Available in over 24 countries as of 2023
Offers over 200 free channels without subscription
Uses proprietary ad insertion technology, not programmatic CTV
Part of Samsung's broader Smart TV ecosystem with 50+ million active users

Overview

Samsung TV Plus is a free, ad-supported streaming television (FAST) service launched by Samsung Electronics in 2016, initially available only in the United States. Unlike subscription services like Netflix or traditional cable TV, Samsung TV Plus provides linear and on-demand content at no cost to users, supported entirely by advertising revenue. The service has expanded significantly since its inception, reaching over 24 countries including Canada, the UK, Germany, France, and Australia by 2023. Samsung TV Plus is pre-installed on all Samsung Smart TVs manufactured after 2016 and is also available on select Samsung mobile devices and monitors. The platform features over 200 channels spanning various genres such as news, sports, entertainment, and movies, with content partners including major networks like ABC News, CBS Sports, and Bloomberg. As of 2023, Samsung reported over 50 million active users globally for its Smart TV platform, which includes Samsung TV Plus as a key component.

How It Works

Samsung TV Plus operates on a proprietary advertising model where ads are inserted directly into the content stream by Samsung's own technology, rather than through third-party programmatic platforms commonly used for Connected TV (CTV) advertising. When users watch content on Samsung TV Plus, the service dynamically inserts ads at designated break points using server-side ad insertion (SSAI) technology. This allows for seamless ad delivery without buffering and enables targeting based on limited demographic data collected from Samsung accounts. Unlike programmatic CTV advertising, which allows advertisers to buy inventory across multiple streaming platforms through demand-side platforms (DSPs), Samsung TV Plus ad inventory is sold directly by Samsung's sales team or through select agency partnerships. The ads are typically 15-30 seconds long and appear in clusters during natural breaks in programming, similar to traditional TV commercial pods. Samsung uses its first-party data from Smart TV usage to optimize ad frequency and relevance, though it maintains stricter privacy controls compared to broader CTV ecosystems.

Why It Matters

The distinction between Samsung TV Plus and programmatic CTV advertising matters significantly for advertisers, content creators, and consumers. For advertisers, understanding that Samsung TV Plus uses a closed, proprietary system is crucial for media planning, as it requires direct buys rather than programmatic campaigns, potentially limiting scale but offering guaranteed placement on a major platform. For content creators and networks, Samsung TV Plus provides an additional distribution channel to reach cord-cutters and cord-nevers, with over 50 million active Samsung Smart TV users globally as of 2023. For consumers, the service offers free access to premium content without subscriptions, though with ad loads typically ranging from 8-12 minutes per hour. The growth of FAST services like Samsung TV Plus reflects a broader shift in streaming, with eMarketer forecasting that FAST viewers in the US will reach 145 million by 2025, highlighting the importance of understanding their unique advertising models.