Teads Partners Samsung Ads for CTV Homescreen Inventory Across SEA
The Development
Teads announced a strategic partnership with Samsung Ads on February 12th to deliver CTV homescreen display and video advertising solutions across seven Southeast Asian markets: Malaysia, Philippines, Thailand, Vietnam, Hong Kong, Taiwan, and Indonesia. The partnership gives Teads access to Samsung's premium homescreen inventory, allowing advertisers to reach viewers before they select content. This represents Samsung's expansion of its advertising platform beyond traditional in-content placements to the most valuable screen real estate—the homescreen interface where viewers spend time browsing. The deal positions Teads as the primary demand partner for Samsung's homescreen inventory across these high-growth SEA markets, where CTV adoption is accelerating rapidly.
Our Take
This partnership reveals Samsung's strategy to monetize every touchpoint in the viewing experience, not just content breaks. Homescreen inventory is the holy grail—100% viewability, captive audience, zero content competition. Samsung choosing to work with Teads rather than build direct sales capabilities suggests they want to move fast in SEA markets where streaming habits are still forming. For advertisers, this creates a rare opportunity to own the most premium CTV placement before pricing inevitably climbs. The timing is deliberate—get positioned in SEA before Netflix, Disney, and local players fully establish their advertising ecosystems.
The Exploit
Action Item
If you're running CTV campaigns targeting SEA markets, contact your Teads representative before Q2 2026 to secure homescreen placements while inventory availability is still high and pricing remains favorable.