Teads integrates TiVo Ads HomeScreen inventory for 5.3 million households
Teads has entered a partnership with TiVo Ads to integrate TiVo's HomeScreen inventory into the Teads Ad Manager platform. The integration allows advertisers to programmatically purchase full-screen and shoppable CTV ad placements across TiVo’s 5.3 million household footprint in North America and the UK.
Key Takeaways
- TiVo Ads HomeScreen mastheads can scale to 90% of the screen and support shoppable QR code capabilities
- Advertisers gain access to Teads’ omnichannel workflow and household graph-powered targeting across TiVo inventory
- Internal research indicates 67% of buyers expect to increase investment in HomeScreen ad formats over the next 12 months
- The partnership covers 5.3 million households globally across both Pay TV and Smart TV platforms
Why It Matters
This partnership formalizes the shift of high-intent 'pre-content' real estate into the programmatic ecosystem. By moving TiVo’s 5.3 million household footprint into Teads Ad Manager, the companies are addressing buyer demand for standardized CTV measurement and performance-linked outcomes. For the broader industry, this signals a consolidation of independent hardware and software players seeking to compete with dominant OS platforms like Roku and Fire TV. Success will hinge on whether Teads' attention metrics can prove that 'home screen' exposure translates into higher conversion rates than standard in-stream inventory. Watch for TiVo’s active device growth as it targets 7 million monthly active users by year-end 2026.
Additional Context
The expansion into TiVo's ad inventory follows a period of significant corporate transformation for Teads. In August 2025, per Teads (formerly Outbrain) reporting, the combined company announced that CTV revenue had crossed the $100 million annual mark, growing 55% year-over-year. This momentum occurred as the company integrated its performance value proposition into the broader open internet, aiming to reignite growth and generate positive free cash flow. Despite these operational gains, the company faced a challenging 2025, which included a non-cash goodwill impairment of $352.1 million related to its acquisition of the legacy Teads business. Parent company Xperi has also been aggressively scaling the TiVo OS footprint to establish a third-party alternative to dominant smart TV operating systems. According to Xperi’s Q1 2026 earnings report, reaching 5.5 million monthly active users on the TiVo One platform drove a 45% year-over-year increase in Media Platform revenue. This growth is supported by partnerships with 17 TV brands, including Panasonic, Sharp, and Vestel, as the company seeks to reach 7 million users by the end of 2026. Per Broadband TV News in September 2024, Xperi also implemented restructuring measures to save $30 million annually, specifically to fund high-growth media activities like the TiVo One ad platform. To validate these placements, Teads continues to lean on its relationship with Lumen Research. In May 2026, Teads expanded this partnership to gain exclusive access to Lumen’s eye-tracking technology for CTV HomeScreen placements. According to Teads, these campaigns have historically delivered 5,300 Attention Per Mille (APM), a figure the company claims is 173% higher than outstream video. This focus on proprietary 'attention science' aims to combat the reporting difficulties cited by 49% of marketers in Dentsu's 'The Brand Reset' study.
Read full article at investing.com
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