Observed Signal · Oct 26, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Affle Launches MediasmartTV to Sell CTV Ads by Outcome
Affle, a Singapore-based holding company of mobile ad tech firms, has launched MediasmartTV, a self-serve CTV platform integrated into its Mediasmart DSP. The platform aims to sell CTV ads on a cost-per-converted-user (CPCU) model, charging advertisers only when a viewer takes a specific action like installing an app or making a purchase. MediasmartTV connects TV ad exposure to household-level actions using IP addresses, Wi-Fi signals, and consented data, with postbacks from ecommerce or measurement platforms. Inventory comes from SSPs such as Magnite, PubMatic, Index Exchange, and FreeWheel, plus TV manufacturers LG and Samsung, totaling over 1 trillion monthly ad opportunities in the US. Affle's North American CEO, Sameer Sondhi, emphasizes a shift from impression-based buying to outcome-based, targeting app marketers, gaming, rideshare, finance, and reward apps. The launch supports Affle's broader US expansion, with North America already a third of its business and a market cap above $2 billion. Affle plans further M&A to enhance its CPCU model and explore new screens like watches and retail displays.
Affle's launch of MediasmartTV introduces an outcome-based pricing model (CPCU) to CTV, potentially shifting how CTV ads are bought and sold. The move highlights the trend towards performance marketing in connected TV and could influence other players to adopt similar models. It also signifies Affle's expansion into the US CTV market.
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Key Takeaways & Evidence Grounding
- Affle launched MediasmartTV, a self-serve CTV platform integrated into its Mediasmart DSP.
- MediasmartTV uses a cost-per-converted-user (CPCU) model, charging only when a viewer takes a specific action.
- Affle claims over 1 trillion monthly ad opportunities in the US via SSP partners and TV manufacturers.
- North America accounts for roughly a third of Affle's business; market cap above $2 billion.
- Affle acquired AdColony's technology assets and trademark from DT in June 2026.
Connected Companies & Entities
12 Entities mapped“Mediasmart is an omnichannel DSP acquired by Affle in 2020, which now houses the new MediasmartTV platform.”
“Affle is a Singapore-based holding company of mobile ad tech providers, publicly listed in India, with a market cap above $2 billion. It lau...”
“Zeta Global is mentioned as a company that, like Affle, grows through acquisitions.”
“Infillion is mentioned as another company that grows through acquisitions, alongside Affle.”
“Magnite is an SSP partner providing supply for MediasmartTV.”
“PubMatic is an SSP partner providing supply for MediasmartTV.”
“Index Exchange is an SSP partner providing supply for MediasmartTV.”
“FreeWheel is an SSP partner providing supply for MediasmartTV.”
“LG is a TV manufacturer providing supply for MediasmartTV.”
“Samsung is a TV manufacturer providing supply for MediasmartTV.”
“DT, formerly Digital Turbine, sold AdColony's brand and SDKs to Affle.”
“Jampp is a user acquisition specialist acquired by Affle.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Affle to Acquire Perion for $420M
India-based Affle, a performance marketing firm, is acquiring Perion, an adtech company focused on CTV, DOOH, and retail media, for $420 million in an all-cash deal, implying a 34.5% premium over Perion's Oct. 30 closing price. Excluding Perion's $228 million in cash and investments, the effective purchase price is about $192 million, roughly 3.7x Perion's projected adjusted EBITDA of $51-53 million for this year. The acquisition, expected to close next year, will make Perion a wholly owned subsidiary of Affle's Israeli unit, Affle 3iL Ltd, and delist from Nasdaq and Tel Aviv exchanges. Perion's CEO Tal Jacobson will remain. The combined entity will offer a full-funnel approach, merging Affle's lower-funnel mobile performance with Perion's upper-funnel brand capabilities, enabling outcomes like 'CTV-to-cart'. The deal, advised by LUMA Partners, is backed by debt from Citibank and requires shareholder and U.S. antitrust approval.
Affle to Acquire Perion for $420M; DoorDash Offers $17B for Instacart
In a major consolidation move, Affle has agreed to acquire Perion Network in an all-cash deal valued at approximately $420 million, extending Affle's reach into connected TV and retail media. The transaction, announced on November 1, 2026, will pay Perion shareholders $11.70 per share, a 34.5% premium. Meanwhile, DoorDash has made a $17 billion offer for Instacart, aiming to combine its logistics with Instacart's software to strengthen grocery delivery and advertising capabilities. The deal is subject to shareholder and regulatory approvals. Additionally, Alphabet's shares fell 13% after Q3 results showed lower-than-expected search revenue and a negative cash flow of $9.1 billion, amid rising AI-related capital expenditures and concerns over AI-driven changes in search monetization.
Goldman Sachs Recommends Top Tech Stocks Ahead of Earnings
Goldman Sachs analysts are bullish on several major tech stocks ahead of their upcoming quarterly earnings reports. The investment bank highlights Microsoft, Alphabet, Zeta Global, Palantir, and CoreWeave as buy-rated names with significant upside potential. Microsoft is favored for its AI platform strength and Azure's unit economics, while Zeta Global benefits from enterprise marketing platform modernization trends. Alphabet is seen as having a broad AI strategy despite investor concerns over search growth and agentic interfaces. Palantir's government agreements with the U.S. Department of Defense position it for growth, and CoreWeave's short-term datapoints are viewed positively despite forecasting challenges. The recommendations reflect a broader confidence in AI-driven growth across the technology sector.
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