Connected TV Advertising meets Retail Media
Equativ and Titan OS have announced a groundbreaking partnership aimed at transforming Connected TV (CTV) advertising by integrating retail media precision. This collaboration will enable advertisers to deliver highly targeted, outcome-driven campaigns by leveraging the unique reach and innovative formats of CTV combined with the precision of retail media data.
Titan OS a Connected TV Giant
Equativ, a leading independent ad platform, has partnered with Titan OS, a European technology and advertising company specializing in Connected TV (CTV) operating systems. This strategic alliance aims to revolutionize CTV advertising by incorporating retail media precision, allowing brands to deliver highly targeted, outcome-driven campaigns. The partnership will provide access to 30 million European households through Titan OS’s unified ecosystem, which includes agreements with TV manufacturers, content providers, retailers, and advertisers. Titan OS currently operates on millions of Philips TVs and is set to expand to JVC TVs, while also offering premium streaming channels on Sony’s Android TVs. Key features of this collaboration include: 1. Premium media placements: Advertisers will have access to full-screen homepage takeovers and in-stream visibility on over 50 leading free ad-supported streaming TV (FAST) channels, including CNN, FIFA+, Euronews, Bloomberg, Sony One, and the Hearst Media portfolio. 2. High-impact creative formats: The partnership will introduce unique CTV creative enhancements and innovative formats designed to maximize user attention and performance. Shoppable ad formats combining retail data and Equativ ad tech are set to launch in 2025. 3. Advanced CTV targeting: Advertisers will gain valuable insights into audience viewing behavior and can deliver highly targeted campaigns using first-party data and advanced technologies such as machine learning and AI models. 4. Retail audience extension: The collaboration will create refined audience segments by combining Titan’s first-party data with data from partnerships with top retailers in a privacy-first environment. Teiffyon Parry, Chief Strategy Officer at Equativ, emphasized the significance of combining CTV’s reach with retail media’s first-party data, stating that it creates an unmatched opportunity for brands to connect with targeted consumers at the right moment. This partnership follows Equativ’s recent alliance with Deutsche Telekom and represents a significant step in evolving their programmatic TV advertising services across Europe and expanding into the US. Joe Evea, SVP Advertising and Retail Media at Titan OS, expressed excitement about the opportunities this partnership unlocks at the intersection of retail media and CTV. He highlighted that it would support retailers in increasing their retail media revenues by providing access to CTV inventory across 30 million households. The partnership will also enable access to unique shoppable ad formats to drive conversion on CTV. Following their first partnership with Currys in the UK, Titan OS plans to collaborate with more strategic retailers across Europe during 2025, further expanding the reach and effectiveness of this innovative CTV advertising solution.
Why it matters
The partnership between Equativ and Titan OS marks a significant advancement in Connected TV advertising, combining the power of retail media precision with extensive reach across European households. This collaboration promises to deliver more targeted, effective, and innovative advertising solutions in the rapidly evolving CTV landscape.
