Observed Signal · Oct 8, 2026 · Partnership · Source: Adzine · Impact: 4/5 · Sentiment: Positive
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
This expands global CTV inventory availability, strengthening Teads' position and offering advertisers more premium home screen placements across multiple TV operating systems.
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Key Takeaways & Evidence Grounding
- Teads makes Whale TV inventory available in over 100 countries via its Ad Manager.
- Whale TV reports 47.5 million monthly active TV devices worldwide.
- 35% of Whale TV's active devices are in Europe, over 16.5 million.
- Whale TV, formerly Zeasn, partners with over 400 TV brands including Philips, TCL, and Sharp.
- Teads has access to over 500 million addressable TV devices for home screen advertising.
Connected Companies & Entities
3 Entities mapped“Das Adtech-Unternehmen Teads erweitert sein Connected-TV-Angebot um weiteres Homescreen-Inventar....”
“Zum Netzwerk gehören unter anderem Philips, TCL und Sharp....”
“Zum Netzwerk gehören unter anderem Philips, TCL und Sharp....”
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.
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 Expands Home Screen Ad Offering
Teads is extending its home screen advertising capabilities beyond the buy-side by offering home screen infrastructure and ad-serving support to the sell-side. Historically sourcing home screen inventory from TV OEMs and individual apps to enable advertiser campaigns, the company now helps publishers and other sellers spin up home screen products, adds creative features, and connects them to demand. Emily Brewer, Head of Business Development, CTV Supply at Teads, says demand is growing on both buy- and sell-sides, with more apps running home screen units and luxury brands investing in the format. The interview was filmed in Cannes and published by VideoWeek on 2026-07-15.
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