Observed Signal · May 29, 2026 · Product Launch · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Equativ and Titan OS Launch Programmatic CTV Homescreen Ads
Equativ has expanded its partnership with Titan OS to introduce a programmatic advertising solution for CTV homescreens across selected core markets in Europe and Latin America. Through the Equativ platform, advertisers will gain access to video ad placements on TV start screens, including full-screen video formats. The companies say this is the first programmatically bookable solution of its kind in those regions. The placements can be combined with Titan OS first-party data for targeting. The initiative builds on the firms' 2025 strategic partnership. Titan OS, launched in early 2024, reportedly reaches 30 million European households and is already deployed on Philips CTVs; Sony and JVC are named as ecosystem partners/cooperation partners.
Opens premium CTV homescreen inventory to programmatic demand in Europe and Latin America, creating new monetization and targeting opportunities for advertisers and OEM partners; notable for CTV monetization but not a major platform policy shift.
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Key Takeaways & Evidence Grounding
- Equativ expanded its partnership with Titan OS to launch programmatic advertising on CTV homescreens in Europe and Latin America.
- Advertisers will access video ad slots on TV start screens via the Equativ platform, with formats including full-screen video ads.
- Companies claim this is the first programmatically bookable solution for CTV homescreens in those regions and will roll out in selected core markets.
- Homescreen placements can be combined with Titan OS first-party data to enable targeted campaigns.
- Titan OS launched in early 2024, reaches about 30 million households in Europe, is used on Philips CTVs, and has partnerships including a FAST-channel cooperation with Sony; JVC devices are planned.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OS Data Powers Europe's CTV Advertising Shift
Titan OS is leveraging operating-system–level telemetry from smart TVs to reshape connected-TV (CTV) advertising across Europe, arguing that real-time OS data improves targeting, frequency control and campaign performance beyond panel-based methods. Joe Evea, SVP Advertising and Retail Media EMEA at Titan OS, says the OS sits at the household screen and can combine broadcast, apps, FAST channels and gaming signals to create user-specific profiles, enable interactive shoppable ad formats and support retail-media use cases with partners like Currys. The company is expanding content offerings (including news channels) to deepen its data advantage. Evea notes European GDPR constraints make privacy-first architectures and trusted data partners — e.g., clean rooms — essential for scaling these capabilities.
Titan OS Secures UK Tubi Sales Partnership
Titan OS announced an exclusive UK sales partnership with Tubi, granting Titan OS exclusive access to Tubi’s ad inventory in the United Kingdom. The deal covers pre-roll and mid-roll video ads on Tubi’s video-on-demand service, with Titan OS acting as the exclusive sales partner for Tubi’s UK CTV inventory across all devices. Titan will leverage its in-house sales team and supply-side platforms to run campaigns on Tubi, and the two companies will collaborate on data innovation using data from Tubi and Titan OS’s connected TVs from Philips and JVC. Ross Appleton, GM UK at Tubi, described the collaboration as combining Tubi’s content with Titan OS’s data and sales capabilities to deliver highly addressable advertising. Titan OS launched at the start of last year as an independent European CTV OS; Tubi arrived in the UK in 2024 and reportedly reaches over 100 million monthly active users in the US. The alliance aims to accelerate scale in Europe’s growing CTV ad market.
Titan OS, MediaTek partner to embed Titan Channels
Titan Operating System S.L. (Titan OS) announced a strategic partnership with MediaTek Inc. to embed Titan Channels across MediaTek-powered TV platforms. Announced at the Annual Advertising Summit alongside Cannes Lions on June 25, 2026, the integration will allow OEMs using MediaTek platforms to activate Titan Channels as a standalone app, place it in the favourite apps row, and provide access via a dedicated remote-control button. The move is intended to accelerate distribution of free ad-supported streaming TV (FAST) content across a fragmented European TV market, expand Titan Channels’ reach to millions of devices annually, and support monetisation for manufacturers, content partners and advertisers. The article includes quotes from Jacinto Roca (Titan OS) and Cody Huang (MediaTek) and notes Titan OS showcased a programmatic Homepage Spotlight advertising solution as part of its Cannes presentation.
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