Global media and advertising platform Teads has expanded its partnership with smart television developer VIDAA that will see the two companies collaborate more closely on connected TV advertising initiatives.
On Monday, the companies reaffirmed a commitment to by VIDAA to have Teads serve as the exclusive seller of inventory against the home screen of VIDAA-powered smart TVs, which are manufactured by a number of companies, including Hisense and Toshiba. Additionally, Teads will start selling inventory within VIDAA’s free, ad-supported streaming TV (FAST) platform, VIDAA Channels.
“Extending our exclusive partnership with VIDAA allows us to further support our global CTV strategy with an unrivaled offering that bridges the gap between digital and TV,” Jeremy Arditi, the co-CEO at Teads, said in a statement. “Our CTV Native and Homescreen offerings both complement and differentiate our overall strategy with innovative ad products and a larger selection to continue reaching consumers in new ways. We’re excited to continue delivering impactful reach to our brand partners through one of the world’s leading smart TV platforms.”
Guy Edri, the CEO of VIDAA’s U.S. business, said the expanded partnership with Teads “reinforces VIDAA’s commitment to fostering partnerships that promote sustainable growth for our brand, content, and advertising partners.”
“By combining our global platform’s reach in living rooms across the world with Teads’ expertise in digital advertising, we’re creating significant opportunities for brands to engage audiences meaningfully,” Edri said.
VIDAA TVs are sold throughout the world, with more than 400 companies manufacturing smart TVs powered by VIDAA OS in Europe, Latin America and the Middle East. Hisense began selling smart TVs powered by VIDAA at Best Buy earlier this year, marking VIDAA’s initial foray into the U.S. market. VIDAA says users stream over two billion hours of content each month using its platform, which supports popular apps like Netflix, Disney Plus, YouTube and Prime Video, along with region-specific services.
Teads says it provides “comprehensive campaign performance insights, working with measurement leaders like Comscore, TVision, and LiveRamp to offer brands robust targeting and audience engagement capabilities.”
