Advertising technology firm Kargo is bringing its connected TV (CTV) formats to devices running TiVo’s operating system, the companies announced on Friday.
The partnership will see Kargo’s CTV Video and CTV Glass formats integrated within TiVo OS, the smart TV operating system that powers devices in Europe, the Middle East, Africa and the United States, as well as TiVo’s line-up of Internet Protocol TV (IPTV) hardware used by broadband companies.
The integration provides advertisers with additional ways to engage audiences during the content discovery process, using immersive and visually compelling advertising. Kargo’s CTV Glass format transforms idle home screens into dynamic spaces featuring motion-activated storytelling, while the CTV Video format supports ad placements during transitions between programs.
“TiVo has long been a trusted name in television, with a significant footprint across both Pay TV and smart TV environments,” said Tal Almany, the Vice President of Global Supply at Kargo. “This collaboration reflects our shared commitment to elevating the viewer experience and enabling advertisers to deliver creative that is both effective and engaging, whether in the home screen or during content transitions.”
The partnership expands Kargo’s creative optimization offerings to a broader audience through TiVo’s growing base of IPTV households and smart TV users in the U.S., ensuring a consistent ad experience across platforms.
“We’re excited to partner with Kargo to bring high-impact, creative-first advertising experiences to our growing smart TV and IPTV footprint,” said Craig Chinn, the SEnior Vice President of Advertising Sales for TiVo’s Americas business. “As viewer behavior continues to evolve, our goal is to help brands connect with audiences in meaningful, non-disruptive ways. This partnership represents the next step in delivering premium, performance-driven ad solutions across our platforms.”
Looking forward, Kargo and TiVo plan to extend their collaboration internationally, beginning with smart TVs powered by TiVo in Europe.
TiVo is owned by Xperi.
