Teads and TiVo Ads partner to bring HomeScreen CTV inventory to TAM

Teads (NASDAQ: TEAD) has struck a partnership with TiVo Ads, the advertising division of entertainment-technology company Xperi (NYSE: XPER), to integrate TiVo's Connected TV inventory into the Teads Ad Manager (TAM) platform. The deal gives advertisers in the US, Canada and the United Kingdom access to TiVo's HomeScreen masthead placements alongside other omnichannel buys within a single workflow, and takes effect immediately for both self-serve and managed-service buyers.

TiVo Ads spans 5.3 million households globally across its Pay TV and Smart TV footprint. Its HomeScreen placements can expand to occupy 90% of the TV screen and include full-screen video and shoppable QR-code formats, making them higher-impact than standard pre-roll or mid-roll slots. A research study conducted by TiVo Ads with the Chief Marketer Network found that 67% of media buyers expect investment in HomeScreen formats to increase over the next twelve months, though the survey's methodology and sample size were not disclosed in the release.

What advertisers get

Through TAM, buyers will be able to layer Teads' broader CTV capability set on top of TiVo Ads inventory. That includes the company's CTV Performance product, which it positions as connecting big-screen exposure to qualified visits and conversions; attention measurement tooling; and household-graph-powered targeting designed to link TV-screen signals with cross-device identifiers. Simon Klein, Global SVP of Commercial Strategy for CTV at Teads, said HomeScreen is "where attention lives before a single piece of content plays," describing the integration as a step toward more seamless activation on a high-impact surface.

Craig Chinn, SVP of Global Advertising Sales at TiVo Ads, cited Teads' reputation in CTV innovation as the rationale for selecting the platform to bring its inventory to market with greater reach and flexibility across screens.

Market context

The CTV advertising market is crowded and consolidating rapidly. Teads competes for omnichannel budgets against The Trade Desk, Magnite, and the proprietary advertising stacks of Roku, Amazon and Google, all of which offer some form of unified CTV and digital activation. HomeScreen inventory from smart-TV operating systems has become a distinct premium format category, with Samsung Ads, LG Ads and Vizio (now part of Walmart Connect) having spent several years building direct advertiser relationships around this surface. TiVo's integration into TAM gives it distribution through an existing buy-side workflow rather than requiring advertisers to access a separate platform.

For Teads, which listed on NASDAQ and has been broadening its CTV offering beyond its roots in publisher-side editorial video, the deal extends its supply footprint without requiring capital-intensive hardware or OS-level agreements. The company says it is already partnered with more than 10,000 publishers and 20,000 advertisers globally, giving TAM meaningful distribution scale.

Regulatory and measurement considerations

Household-graph targeting and cross-device measurement in CTV operate in a tightening regulatory environment. In the UK, the ICO's guidance on online advertising technology places constraints on the use of persistent identifiers for audience matching. In the US, the FTC has signalled closer scrutiny of data-broker-style linkage between viewing behaviour and purchase signals. Neither Teads nor TiVo Ads detailed the identity resolution methodology underpinning their household graph in this release, which will be a relevant due-diligence question for privacy-conscious buyers activating in the UK market particularly.

Attention measurement, cited as a key differentiator in the integration, remains an area without a settled industry standard. Bodies including the Interactive Advertising Bureau and the Media Rating Council have published frameworks, but advertiser adoption of a single methodology is not yet consistent, meaning Teads' attention metrics may not be directly comparable with those of competing platforms.