Observed Signal · Feb 18, 2026 · Partnership · Source: Adzine · Impact: 4/5 · Sentiment: Positive
Teads and Google TV Unite for CTV Ad Revolution
Teads has partnered with Google TV to expand homescreen advertising inventory on connected-TV devices, leveraging the Google TV Masthead — the top homescreen placement — and Teads Studio's creative capabilities (including 3D CTV homescreen formats). Google TV aggregates content from thousands of apps and is increasingly integrated into Smart TVs from manufacturers such as Sony, Xiaomi and Peaq (Mediamarktsaturn). Separately, Samsung Ads has extended its Amazon DSP integration to Europe, enabling programmatic access to Samsung TV Plus inventory (a free ad‑supported service with 3,500+ channels and over 100 million monthly active users). The article frames both moves as part of a wider trend: platform owners opening homescreen and smart‑TV interfaces to external adtech partners to broaden monetization beyond single apps or closed ecosystems.
Major platform monetisation and programmatic access changes on CTV (Google TV homescreen inventory and Samsung TV Plus via Amazon DSP) materially affect scale and buying options in the connected‑TV ecosystem.
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Key Takeaways & Evidence Grounding
- Teads formed a partnership with Google TV to expand homescreen CTV inventory.
- The Google TV Masthead is highlighted as the primary homescreen ad placement on Google-TV devices.
- Teads combines Media Inventory with Teads Studio creative, including 3D CTV homescreen formats; available inventory reportedly reaches over 500 million TV devices worldwide.
- Samsung Ads expanded its Amazon DSP integration from the US/Canada into Europe, providing programmatic access to Samsung TV Plus inventory.
- Samsung TV Plus is described as an ad‑funded streaming service with 3,500+ channels across 30+ countries and over 100 million monthly active users.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Teads Teams Up with Google TV to Boost Global CTV Ads
Teads has formed a strategic partnership with Google TV to expand access to connected TV (CTV) HomeScreen ad inventory globally, with particular emphasis on accelerating availability across Asia-Pacific markets. The collaboration makes Google TV Masthead HomeScreen placements available via Teads, offering advertisers a prominent, high-attention placement on Google TV devices. Teads will combine its media buying and Teads Studio creative capabilities — including 3D HomeScreen creative formats — to optimise large-format, interactive HomeScreen campaigns. Teads reports more than 4,000 CTV HomeScreen campaigns since 2023, HomeScreen inventory reaching 500m+ unique devices, and cites client campaigns (e.g., Michelin) that drove measurable brand lifts.
Samsung Ads Opens CTV Homescreen for Programmatic Buys
Samsung Ads will make advertising placements on the start screens of its smart TVs programmatically bookable worldwide via The Trade Desk and Google Display & Video 360, using Magnite’s ad server technology (Springserve). The rollout is scheduled to begin in Q3 2026. Homescreen placements appear when viewers power on their TVs, giving advertisers a prominent CTV surface; Samsung reports more than 70 million addressable TVs in Europe. Samsung plans to use AI-supported filters, manual reviews and platform brand-safety controls to manage suitability. The move follows similar launches in the market (e.g., Titan OS and Equativ) and raises questions about measurement, standardisation and brand-safety for homescreen inventory as it becomes available programmatically.
Connected TV: The Rise of Mobile-Driven Advertising
ADZINE discusses how Connected TV is reshaping advertising through data-driven integration of TV and mobile signals, with the Homescreen becoming a premier discovery and advertising surface amid growing streaming fragmentation. The Homescreen is described as a high-reach environment where users start their TV journey roughly five times a day and spend over ten minutes browsing, enabling incremental reach and cross-screen campaigns. In Germany, H2 2024 saw 2.3 billion Samsung Smart-TV app launches, up 12% year over year. Europe-wide, 70 million Smart-TVs are linked to 20 million Samsung smartphones to bolster the Second Screen approach. Prime time (21:00–22:00) reveals elevated parallel usage of TV and mobile, with TV usage up 22% and smartphone usage up 28% vs. daily averages. The data strategy relies on explicit user consent, uses first-party data plus mobile signals, includes MMP integrations (USA), and is in beta testing, with early use cases across finance, EVs, and beauty/fashion illustrating potential for mobile-conversion-driven CTV campaigns.
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