Observed Signal · Sep 9, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
CTV Market: Telly Makes Home Screen Ads Available Programmatically
Telly, the startup offering free smart TVs in exchange for data and ad exposure, has made its home screen ads available for programmatic buying. The ads, displayed on a secondary screen below the main TV screen, are delivered via Magnite's SpringServe ad server, with demand from The Trade Desk and Teads. Telly is working with the IAB Tech Lab to standardize home screen ad specs in the bidstream. The company leverages deep first-party data from customer questionnaires and ACR data for targeting. Telly also offers longer home screen ads, up to five minutes, via private marketplace deals, and cites a streaming client achieving five times more app opens with five-minute versus two-minute ads. While some buyers like PMG are enthusiastic, sustained investment remains uncertain.
Telly's move to programmatic home screen ads represents an innovative ad format on CTV, but it is not a major industry shift. The collaboration with IAB Tech Lab on standardization could influence CTV ad formats, but the company is a niche player.
Key Takeaways & Evidence Grounding
- Telly has made its home screen ads available for programmatic buying.
- Telly uses Magnite's SpringServe ad server for ad delivery.
- The Trade Desk and Teads are among the demand sources for Telly's ad inventory.
- Telly is collaborating with the IAB Tech Lab on standardizing home screen ad specs, with signal updates finalized in July 2026.
- Longer home screen ads of up to five minutes are available via private marketplace deals.
Connected Companies & Entities
5 Entities mappedTelly
Free dual-screen smart TVs funded by persistent advertising.
“Telly, the startup that gives away free smart TVs in exchange for data and ad exposure, is making its home screen ads available for brands t...”
PMG
Independent marketing company combining agency services with proprietary marketing software.
““The home screen has always been a powerful front door for us to engage viewers,” said Mike Treon, head of CTV and video strategy at PMG....”
The Trade Desk
Independent DSP for omnichannel programmatic advertising on the open internet.
“Telly uses Magnite’s SpringServe ad server to deliver the ads, with demand coming from The Trade Desk, Teads and others....”
Magnite
Independent sell-side ad tech platform for publishers and streaming inventory.
“Telly uses Magnite’s SpringServe ad server to deliver the ads, with demand coming from The Trade Desk, Teads and others....”
Teads
Hybrid SSP and media platform for premium open-internet advertising.
“Telly uses Magnite’s SpringServe ad server to deliver the ads, with demand coming from The Trade Desk, Teads and others....”
Ontology Mapping & Concepts
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