Teads integrates TiVo Ads to scale AI-powered CTV HomeScreen inventory

This partnership addresses the increasing demand for high-attention placements in the fragmented CTV landscape by moving advertising to the UI layer. By bypassing app-level silos and professionalizing HomeScreen inventory through AI-driven automation, Teads and TiVo are providing the infrastructure necessary for performance-oriented brand marketers to treat the big screen as a conversion engine. This move reinforces a broader industry trend where OEMs and OS providers are asserting control over the first point of viewer contact. Expect to see increased pressure on traditional streaming apps to justify premium pricing as 'above-the-fold' OS-level inventory becomes more liquid and measurable. Watch for the expansion of these formats into the EU5 markets as Teads scales its predictive attention model.

The collaboration follows a period of significant scale for both entities. In February 2025, per Teads, Outbrain completed its $900 million acquisition of the company to form a unified omnichannel outcomes platform. The combined entity now manages advertising spend of approximately $1.7 billion and reaches 2.2 billion consumers. Simultaneously, Xperi reported in February 2026 that its TiVo One ad platform grew its monthly active user base by 250% year-over-year, reaching 5.3 million households. This growth has been supported by the acceleration of the 'Powered by TiVo' Smart TV OS, which is approaching one million units and has been adopted by 10 TV OEM partners.

Technological focus has shifted toward deterministic outcomes and shoppable formats. In October 2025, per Teads, the platform launched its CTV Performance tool in beta, moving beyond traditional impressions to track site visits and store traffic directly from TV exposure. Integration with shoppable features like QR codes is becoming a baseline requirement; per Innovid and Roundel (June 2024), shoppable CTV formats have generated a 2x increase in total return on ad spend (ROAS) year-over-year for retail brands. As Teads expands its predictive attention models, these OS-level placements are being positioned to compete directly with social video. Per Teads research from September 2025, HomeScreen ads deliver a 48% attention rate, which is 16% higher than YouTube's skippable pre-roll formats.