In a significant move to bolster its presence in the rapidly evolving Connected TV (CTV) landscape, Teads (NASDAQ: TEAD), an omnichannel outcomes platform, has announced a strategic partnership with TiVo Ads, a subsidiary of Xperi Inc. (NYSE: XPER). This collaboration aims to integrate TiVo's high-impact advertising inventory into the Teads ecosystem, expanding its reach across the United States, Canada, and the United Kingdom.

1. Enhancing Advertiser Experience

The partnership comes at a time when advertisers are increasingly prioritizing measurable and engaging environments in CTV. Research conducted by TiVo Ads in conjunction with the Chief Marketer Network indicates that a substantial 67% of buyers expect increased investment in HomeScreen formats over the next year. This insight underscores the growing importance of HomeScreen advertising as a preferred medium for advertisers seeking to capture consumer attention.

With this partnership, Teads Ad Manager (TAM) will now include TiVo Ads’ high-impact HomeScreen masthead placements. This integration allows advertisers to seamlessly buy and activate TiVo Ads alongside other CTV placements, all within a unified, AI-powered workflow.

2. TiVo's Unique Reach

TiVo's platform boasts a significant unduplicated reach across the US and UK, serving 5.3 million households globally. The TiVo Home Screen is designed to enhance content discovery and viewer engagement, providing advertisers with access to high-impact native placements that can utilize up to 90% of the TV screen. The platform supports immersive full-screen video formats and shoppable QR capabilities, driving both brand awareness and consumer interaction.

“HomeScreen is where attention lives before a single piece of content plays,” stated Simon Klein, Global SVP Commercial Strategy CTV at Teads. “Partnering with TiVo to bring that inventory to market through Teads Ad Manager is a meaningful step in how we’re making activation more seamless on one of the most impactful surfaces in advertising.”

3. A Win-Win for Advertisers

Craig Chinn, SVP of Global Advertising Sales at TiVo Ads, emphasized the benefits of the partnership, stating, “Teads’ strong reputation in CTV innovation and omnichannel activation made them a natural partner to help bring our inventory to market in a way that gives advertisers more flexibility, reach, and performance across screens.”

Through this collaboration, advertisers will gain access to a broader suite of CTV capabilities, including:

CTV Performance: An outcome-driven solution connecting CTV exposure with qualified visits, engagement, and conversions.

Attention Measurement: Providing greater visibility into campaign engagement and media quality.

Household Graph-Powered Targeting: Connecting big-screen exposure with cross-device signals and outcomes.

Omnichannel Activation: Enabling brands to manage CTV campaigns alongside digital channels within a unified platform.

4. Future Prospects and Innovations

This partnership marks a significant expansion of Teads’ CTV ecosystem, building on its recent innovations such as CTV Performance and attention measurement. Advertisers can now activate TiVo Ads inventory through Teads Ad Manager, with options for both self-serve and managed service activation—allowing them to kickstart their HomeScreen campaigns immediately.

With the continuous growth of CTV, this partnership positions Teads and TiVo Ads to capitalize on market trends and enhance advertisers' capabilities in delivering engaging viewer experiences.

As the CTV landscape continues to evolve, Teads’ integration of TiVo Ads inventory is a strategic step towards meeting the demands of modern advertisers, ensuring they have the tools to effectively reach and engage their target audiences.

Original press release