The landscape of connected TV (CTV) advertising has just gotten a significant boost with Equativ’s latest announcement. The company has partnered with Titan OS, a European tech and advertising firm that’s developed an independent operating system for CTV, to become its new AdServer and primary Supply Side Platform (SSP). This partnership brings the power of retail media to CTV, enabling brands to offer highly targeted and results-driven campaigns. According to the announcement, this is a game-changer for advertisers looking to connect with their target audience in the most effective way possible.
Founded in 2024, Titan OS has established a unified ecosystem and secured deals with TV manufacturers, content providers, retailers, and advertisers, reaching 30 million households across Europe. Its operating system runs on millions of Philips TVs and will soon be available on JVC TVs as well. In terms of content, Titan OS offers a selection of premium streaming channels on Sony’s Android TVs. However, with its union with Equativ’s ecosystem in CTV and retail media, media buyers will be able to tap into the following opportunities:
- Premium ad space: Access to premium ad space across media channels, including full-screen home pages and in-stream visibility on over 50 top free ad-supported streaming TV (FAST) channels, such as CNN, FIFA+, Euronews, Bloomberg, Sony One, and Hearst Media’s channel offerings.
- High-impact creative formats: Exclusive creative enhancements and innovative formats in CTV designed to maximize user attention and performance. Shoppable ad formats, set to launch in 2025, will combine retailer data with Equativ’s advertising technology.
- Advanced CTV segmentation: The ability to gain even more precise insights into user viewing behavior and run highly targeted campaigns by leveraging first-party data and advanced technologies like machine learning and AI models to create precise audience segments, as well as automatic content recognition (ACR) to identify content consumption, ad views on local apps, and device usage, such as gaming consoles.
- Expanded retail audience: Refined audience segments created by combining Titan’s first-party data with first-party data from major retailers in a secure, privacy-prioritized environment. This allows advertisers to reach potential buyers on the big screen at key decision-making moments.
“CTV is one of the fastest-growing advertising channels, and when combined with powerful retail first-party data, it creates an unprecedented opportunity for brands to connect with target consumers at the right moment. Our new alliance with Titan OS builds on this momentum, enabling us to offer media buyers premium inventory and exclusive retail data, maximizing the effectiveness of their CTV campaigns across the entire marketing funnel,” emphasized Teiffyon Parry, Chief Strategy Officer at Equativ.
This strategic partnership marks a significant evolution for Equativ in programmatic TV advertising in Europe. In the words of Joe Evea, SVP Advertising and Retail Media at Titan OS: “We’re excited about the opportunities this alliance opens up at the intersection of retail media and CTV. It will enable us to help retailers increase their retail media revenue by giving them access to CTV inventory for 30 million households.”
“This alliance with Equativ will give us access to unique shoppable ad formats to drive conversions on CTV. Following our first partnership with Currys in the UK, we plan to partner with other strategic retailers across Europe in 2025,” Joe Evea concluded.