Telly enables programmatic home screen ads via Magnite and The Trade Desk

This expansion moves CTV advertising away from the constraints of the 30-second pod by commoditizing persistent screen real estate. By enabling programmatic access through The Trade Desk and Teads, Telly is attempting to prove that duration-based native tiles can drive higher conversion rates than traditional interruptive video. For the broader ecosystem, this signals a shift toward 'always-on' brand presence that competes for attention alongside primary content rather than waiting for a pause in viewership. Success here could force other hardware-centric streamers to reconsider how they monetize the home screen interface. Watch for whether other CTV operating systems adopt similar long-duration native tile standards to capture performance-oriented budgets.

The industry is increasingly exploring non-interruptive formats, as seen with programmatic pause ads that leverage moments of natural viewer inactivity. Advertisers are also increasingly prioritizing live sports streaming investment to reach engaged audiences, while simultaneously navigating CTV ad inventory mislabelling that impacts campaign efficiency. As programmatic advertising market share continues to grow, these new formats are becoming essential for scale. Best Buy and Amazon Fire TV partnerships further illustrate how hardware manufacturers are aggressively monetizing the home screen. For more on hardware-based ad expansion, see Nexxen Smart TV advertising efforts in international markets.