Prabhvir Sahmey, one of the most recognised names in India’s digital advertising and adtech space, has stepped down from his role as Senior Director at Samsung Ads, where he led the Connected TV (CTV) advertising business across India and Southeast Asia. The move marks the end of a transformative tenure in which he helped build and scale Samsung Ads’ CTV proposition from the ground up.
In an exclusive interaction with exchange4media (e4m), Sahmey confirmed his exit, stating that he plans to take a sabbatical after over 15 years in senior media roles. While he has no immediate plans to take on another position, he expressed interest in exploring progressive, purpose-driven opportunities that align with his experience across ad tech, digital transformation, and commercial strategy.
During his tenure, Sahmey played a pivotal role in introducing brands to emerging CTV ad formats, championed privacy-first measurement through ACR (Automatic Content Recognition), and helped shape advertiser perspectives in a category that was still finding its footing in India. His efforts helped position Samsung Ads as a credible and innovative partner in the smart TV ad ecosystem.
With past roles at Google, GroupM, and Tata Interactive, Sahmey’s contribution to building India’s programmatic and CTV infrastructure has been widely recognised within the industry.
His exit comes as India’s CTV space enters a phase of accelerated growth, with smart TV adoption, broadband access, and advertiser interest all on the rise.
