Equativ and Titan OS add programmatic buying for TV home screens
Equativ and Titan OS have expanded their partnership to launch programmatic advertising for connected TV (CTV) home screen video. This collaboration aims to open up new inventory for advertisers by enabling programmatic buying of ad placements on smart TV home screens.
Key Takeaways
- Equativ expanded its partnership with Titan OS to launch programmatic connected TV home screen video.
- The companies describe the offering as the first programmatic CTV home screen video.
- Advertisers can now buy ad placements on smart TV home screens programmatically.
- The move opens new inventory on the TV interface, not just inside streaming apps.
Why It Matters
This gives advertisers a programmatic route into one of the most visible surfaces in connected TV: the smart TV home screen. For Equativ and Titan OS, the partnership extends ad tech beyond in-stream video and into device-level inventory, a notable shift in where CTV monetization can happen. The key signal to watch is whether Titan OS and Equativ disclose which smart TV home screen placements are being sold programmatically, since that will show how much inventory is actually available.
Read full article at broadbandtvnews.com