Samsung partnering with OpenX

One of the stories that got buried with all the other major news this week was that Samsung is partnering with OpenX

It didnt get much coverage and whilst i dont have a lot of faith in the new management at OpenX it makes for a very interesting read.

At the recent Consumer Electronics Show in Las Vegas earlier this year, Samsung expressed a vision of the future where consumers’ numerous household electronics, from TVs and laptops to fridges and dishwashers all communicate with another, per Mr. Elkin.
“You can see where advertising could easily fit across all of those devices,” Mr. Elkin said.
“It seems like Samsung, with its broader consumer electronics portfolio, is at least hinting in a longer-term perspective at how that device universe might work together in an advertising context,” he said.
- http://www.mobilemarketer.com/cms/news/ad-networks/12514.html
 
What are you thoughts? is this a big move for Samsung or will they fold before it gets off the ground as they dont have the long term vision to see it through. Will OpenX become the hub for buying impressions across "the rest"


Cheers,
Dean