Samsung to offer targeted advertising on Italian Smart TVs
FEBRUARY 5, 2024 12.42 EUROPE/LONDON BY JULIAN CLOVER

Samsung Electronics has agreed to adopt the HbbTV-TA (Targeted Advertising) standard, bringing an addressable video advertising offer specifically for connected TV.

The consumer electronics manufacturer has reached agreement with Mediaset’s Publitalia ’80 to use Dynamic Ad Insertion (DAI) technology that allows for the automatic replacement of traditional broadcast advertising spots.

“We are enthusiastic about this collaboration with Samsung, leader in the television sector, which leads Publitalia ’80 to be the first and only agency in Italy to be able to offer its advertisers the best cutting-edge technologies on the market,” comments Paola Colombo, Chief Digital Officer MFE Advertising.

The HbbTV-TA standard has been available in all smart TV models produced by Samsung since 2021. The integration allows an advertiser to show ads relevant to different target markets, avoiding over-exposure for the viewer to individual campaigns.