Observed Signal · Jul 8, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Teads Partners with TiVo Ads to Expand CTV Inventory
Teads announced a strategic partnership with TiVo Ads (part of Xperi Inc.) to integrate TiVo HomeScreen inventory into the Teads ecosystem across the United States, Canada and the United Kingdom. The deal makes TiVo Ads’ high-impact HomeScreen masthead placements available in Teads Ad Manager, enabling advertisers to activate TiVo inventory alongside other omnichannel CTV placements through a unified, AI-powered workflow. The partnership also grants access to Teads’ CTV measurement and targeting capabilities — including attention measurement, CTV performance measurement, and household-graph targeting — and TiVo inventory is available for self-serve and managed activation immediately.
Expands premium CTV inventory and enables unified omnichannel activation and measurement across Teads and TiVo Ads, which affects CTV buying workflows and advertiser access to high-impact HomeScreen placements.
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Key Takeaways & Evidence Grounding
- Teads announced a strategic partnership with TiVo Ads to integrate TiVo inventory into the Teads ecosystem across the US, Canada and the UK.
- TiVo Ads is part of Xperi Inc. (NYSE: XPER).
- TiVo HomeScreen masthead placements will be available in Teads Ad Manager, enabling activation alongside other omnichannel placements.
- TiVo’s platform spans 5.3 million households globally and its inventory is available for self-serve and managed service activation.
- Teads will apply its CTV capabilities — including CTV Performance, attention measurement, and household graph-powered targeting — to TiVo Ads inventory.
Connected Companies & Entities
4 Entities mapped“Teads (NASDAQ: TEAD), the omnichannel outcomes platform, today announced a strategic partnership with TiVo Ads, a part of leading entertainm...”
“Teads (NASDAQ: TEAD), the omnichannel outcomes platform, today announced a strategic partnership with TiVo Ads, a part of leading entertainm...”
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
Ontology Mapping & Concepts
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.
TiVo Opens TV Homescreen to Programmatic Ads
TiVo has partnered with OpenGlass to open its TV interface in the U.S. to programmatic advertisers, making its homescreen inventory available across millions of households via pay TV operator partnerships. The offering includes large-format homescreen ad units (up to 90% of the screen) with rich video and custom end screens and is being marketed to advertisers across categories such as retail, automotive, finance, travel, telecommunications, and consumer goods. The move follows similar home-screen monetization efforts by Roku, Amazon (Fire TV), Google TV, and other streaming providers. TiVo and OpenGlass say the partnership aims to give brands scalable, automated access to premium front-of-screen inventory during the influential moment when viewers turn on their TVs.
Teads and V extend homescreen partnership to 2028
Teads and smart-TV OS provider V (formerly VIDAA) have extended their strategic partnership through 2028, naming Teads the exclusive global commercial partner for HomeScreen advertising on V-powered smart TVs. The agreement enables homescreen targeting using hardware and setup signals—selectable screen-size tiers (including V’s “Platinum” displays) and room context (e.g., living room, bedroom)—across roughly 30 markets in EMEA, APAC and the Americas. Around Black Friday and Cyber Monday Teads will have a global 10-day exclusive HomeScreen Takeover window and act as the sole sales partner for that period. Independent tests with the MediaMento Institute reported a 48% attention rate for Teads’ HomeScreen video ads (16% higher than skippable formats) and faster attention capture for interactive 3D creatives.
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