The biggest moments from NewFronts 2026 show the future of streaming TV advertising

This week, advertising industry leaders gathered at the 2026 NewFronts in New York City where the future of streaming TV advertising was on full display. From shoppable TV experiences to local advertising access and authenticated audience insights, this year's event showed how technology is removing the barriers between brand storytelling and measurable outcomes.

Here are the three biggest moments that defined NewFronts 2026.

1. Samsung Ads brings shoppable TV to the living room

For the first time, Comcast Advertising's local and small and medium-sized business customers can reach Amazon Ads premium streaming audiences.

The biggest screen in the home is becoming fully shoppable. During NewFronts, Amazon Ads announced a partnership with Samsung to bring remote-enabled interactive video ad capabilities to Samsung TV Plus, launching in July 2026.

The interactive formats enable viewers to take immediate action from their Samsung TV screen. For brands selling on Amazon, "Add to Cart" functionality allows shoppers to purchase directly within their Amazon storefront with a click of the remote. For advertisers who don't sell on Amazon, interactive formats like "Send to Phone" and "Sign Up Today" extend engagement beyond the TV screen.

"Our shoppable ad formats are proven to drive measurable performance on and off Amazon through our differentiated combination of broad reach and authenticated signals," said Kelly MacLean, Vice President of Engineering, Science and Product for Amazon DSP. "By bringing Amazon's interactive ad technology to Samsung through Amazon DSP, together we're providing an experience for advertisers to deliver on any full-funnel marketing objective—whether it's awareness, consideration, or conversion."

Advertisers can access Samsung TV Plus inventory through Amazon DSP, delivering the same seamless buying experience they're already familiar with. They can also tap into Amazon's trillions of browsing, streaming, and shopping signals to unlock robust measurement and insights across the funnel.

"With this partnership, Samsung TV Plus becomes a fully shoppable platform, and makes it possible not only to reach precise audiences at scale, but also to drive measurable outcomes directly from the TV," said Courtney Howell, Head of Agency Development, Samsung Ads.

2. Comcast opens Amazon DSP access for local advertisers

Local and small and medium-sized business (SMB) advertisers will gain access to premium streaming inventory through a new partnership between Comcast Advertising and Amazon Ads. For the first time, Comcast Advertising's local and SMB customers can reach Amazon Ads premium streaming audiences—which have an average U.S. monthly ad supported reach of 200M—through Amazon DSP.

The partnership unlocks programmatic access to Prime Video and Amazon Ads streaming portfolio for advertisers who previously couldn't access this premium inventory at scale. Amazon DSP's location-based ads enable local advertisers to customize streaming messages by geographic location, showcasing regional offers, location-specific pricing, or local business information while maintaining the scale and simplicity of a single national buy.

"With the launch of [our new solution], we're advancing our work to level the playing field," said James Rooke, President of Comcast Advertising. "For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches. With our access to premium content from the most important players in media—which now includes Amazon—more sophisticated AI-driven activation products powered by Comcast's data, and our investment in advanced outcome measurement, we're on a mission to redefine performance TV and delivering the clarity and accountability marketers deserve."

"This partnership with Comcast Advertising brings Prime Video and Amazon Ads streaming inventory to more local and small-to-medium sized businesses, democratizing access to our premium content, engaged audiences, and trillions of first-party insights," said Jenn Donohue, Head of Local Ads Sales, Amazon Ads. "By combining Amazon DSP's capabilities with Comcast's local market reach, we're making it easier for local brands to connect with their communities at scale, meeting advertisers where they are and giving them the technology and inventory they need to drive real business outcomes."

The announcement demonstrates how partnerships are breaking down traditional barriers between local and national advertising, giving businesses of all sizes access to premium streaming audiences.

3. Tubi proves the power of authenticated audiences

Tubi announced Priority Access, a new offering through Amazon DSP that gives advertisers preferred positioning and first access to Tubi's most valuable audiences.

Tubi and Amazon Ads showcased the evolution of their partnership by demonstrating the value of authenticated audience signals. The partnership, which made Tubi the first publisher directly integrated with Amazon DSP and the first to open up programmatic access into Amazon Publisher Cloud, has delivered proven results for advertisers.

Amazon's authenticated graph analysis found that 10% of Tubi's household reach is unique and incremental across Amazon's open internet streaming TV supply, making Tubi one of the largest reach publishers in Amazon's third-party connected TV (CTV) supply. These incremental households skew younger, with 12% more reach in the 18-24 age group compared to the broader open internet.

"This is really about identifying real, verified households through their logged-in experiences. And actually knowing who these households are, not just guessing," MacLean said. "Our authenticated graph has delivered proven results: Advertisers are seeing a 42% increase in unique audience reach, a 3-fold increase in ROAS, and a 27% reduction in frequency per user."

Tubi announced Priority Access, a new offering through Amazon DSP that gives advertisers preferred positioning and first access to Tubi's most valuable audiences. Amazon can match 85% of Tubi's audience to Amazon data—one of the highest match rates of any publisher across Amazon's third-party CTV supply.

"If you're trying to get in front of an audience that is massive, incremental, verified by Amazon's authenticated graph and with a lot of purchasing power, Tubi Priority Access puts that audience at your fingertips," said Vijay Rao, Senior Vice President of Partnerships, Tubi.

NewFronts 2026 charted the path ahead for streaming TV advertising. Technology partnerships are finally connecting the dots between premium reach and measurable outcomes. Interactive formats, authenticated targeting, and local inventory access showed how platforms and publishers are removing friction between brand storytelling and business results. Streaming TV advertising isn't just getting bigger—it's getting smarter about proving impact.