Through the deal, advertisers will be able to access Experian’s consumer data and audience insights across Samsung smart televisions in the UK.

The partnership will expand Samsung Ads’ existing datasets, which include automatic content recognition data that offers insights on the behaviour of Samsung TV viewers.

Alex Hole, vice-president of Samsung Ads Europe, said: “With the addition of Experian’s consumer data, Samsung Ads’ advanced targeting capabilities provide ample opportunity for advertisers to diversify their traditional TV buys with the sophistication and accuracy of digital buys.”

Colin Grieves, managing director of marketing services at Experian, said the “household customer insights” offered by the deal would allow advertisers to “make more informed targeted media decisions”.