Observed Signal · Jan 16, 2026 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Covatic Sense Revolutionizes CTV Targeting with Privacy Focus
Covatic has launched Covatic Sense, a privacy-first product that delivers person-level targeting and measurement for connected TV (CTV). The solution installs a lightweight SDK on set-top boxes or TV operating systems and uses a technique the company calls Network Presence Detection to analyse standard Wi‑Fi signals and detect which mobile devices (and therefore distinct, anonymous people) are present in the room in real time. Covatic says detection is passive — requiring no camera, microphone, login screen or user app — and that all processing happens at the edge so no personal data leaves the TV. Only anonymous audience cohort codes are transmitted to ad servers. Covatic positions the product as enabling digital-grade frequency capping and attribution on the big screen, increasing inventory value for TV operators and OEMs. Covatic Sense is available immediately for integration with TV OEMs and operator platforms globally.
Introduces a vendor-level CTV solution claiming deterministic person-level detection and on-device privacy controls, which could improve CTV targeting, frequency capping and attribution and affect inventory value — but it is not a major-platform policy change.
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Key Takeaways & Evidence Grounding
- Covatic launched a product called Covatic Sense for connected TV addressability and measurement.
- Covatic Sense installs a lightweight SDK on set-top boxes or TV operating systems.
- The product uses Network Presence Detection to analyse standard Wi‑Fi signals and detect which mobile devices are present in the room in real time.
- All data processing occurs on-device at the edge; no personal data leaves the TV — only anonymous audience cohort codes are sent to ad servers.
- Covatic Sense is available immediately for integration with TV OEMs and operator platforms globally.
Connected Companies & Entities
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Related Market Signals & Shifts
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Ogury Launches Persona-Based Targeting for Connected TV
Ogury has launched an international persona-based targeting solution for Connected TV (CTV), extending its Persona Intelligence technology beyond in-app environments to enable consistent audience activation across mobile, desktop and TV. The offering uses a multidimensional data model that combines zero-party survey data with contextual signals and payment insights from Mastercard to define anonymized personas by attributes, interests and purchase intent. Campaign measurement relies on third-party validators: Happydemics for brand metric studies and Lumen and xpln.ai for attention measurement. The CTV capability is available via private deals and programmatic channels. Ogury positions the feature as a way to maintain cross-screen audience coherence and improve brand consideration, memory and preference as viewing fragments across devices. The announcement cites Statista estimates for growth in French CTV ad spend through 2030.
TV 2026: Embracing Data-Driven, Interactive Advertising Revolution
Predictions 2026: A New Era for TV? gathers industry experts to forecast how television will evolve in 2026, focusing on programmatic trading, data collaboration, audience behavior, and creative innovation in the TV ecosystem. The panel notes the convergence of linear and digital TV as smart TV ownership rises (around 62% of adults in the UK, closer to 70% among affluent households), enabling data-led, creative-first advertising. They foresee moving from incremental reach to incremental impact, using ACR and attention data to prove outcomes, and emphasize cross-industry collaboration to unite fragmented ecosystems. Formats are set to become more interactive, shoppable, and personalized, with native placements and improved measurement (eye-tracking, brand lift, attribution). Key projections include CTV ad spending growing from USD 33B in 2025 to USD 52B in 2029, ad-supported viewing surpassing 40% in 2025, and CTV attracting about 20% of global video ad spend in 2026. The discussion also highlights Total TV, cross-screen strategies, and new partnerships.
Vibe Expands CTV with Agent Access and Integrations
Vibe, a streaming TV ad platform for performance marketers, announced a major platform expansion to make its connected TV product accessible beyond its own interface. The company launched a public API (Vibe Developer Platform), an MCP connection for AI assistants (Vibe MCP), a command-line tool (Vibe CLI), and an in-platform reporting agent (Vibe Agent). Additionally, Vibe added six new integration partners across measurement, audience data, creative production, and compliance: Stella, Clay, Omnisend, L2, Freshpaint, and Segwise. The platform also completed its first SOC 2 Type 2 audit. Vibe's VP of Growth demonstrated the API's efficiency by building 250 account-based CTV campaigns in under 15 minutes of hands-on work, a task that would have taken 40-125 hours manually. The expansion aims to let marketers create and manage campaigns via AI assistants, scripts, or custom applications, using the same single data layer.
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