Observed Signal · Feb 6, 2026 · Partnership · Source: Feedspot/RSS · Impact: 3/5 · Sentiment: Positive
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.
Expands premium CTV HomeScreen inventory via a major platform (Google TV) and increases global reach—especially in APAC—providing advertisers with a high-attention placement and measurable creative outcomes.
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Key Takeaways & Evidence Grounding
- Teads announced a partnership with Google TV to expand connected TV (CTV) HomeScreen ad inventory globally.
- Google TV Masthead aggregates 400,000+ movies and shows across 10,000+ apps and provides high-attention HomeScreen placements.
- Teads highlights APAC expansion opportunities including Australia, New Zealand, Japan, India, South Korea, Taiwan, and Southeast Asia.
- Teads reports 4,000+ CTV HomeScreen campaigns activated since launch in 2023 and HomeScreen inventory reaching 500m+ unique devices.
- Teads Studio created a 3D HomeScreen campaign for Michelin that delivered +7% brand favourability, +8% perception of safety, and +6% brand consideration.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
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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