Streaming television developer Titan Operating Systems has entered into a strategic partnership with Xperi’s TiVo that involves connected TV ad sales on devices in Europe, the companies announced on Tuesday.
The Barcelona-based technology and advertising firm said its ad division, Titan Ads, will integrate with TiVo OS, the smart TV platform owned by Xperi Inc., to create a unified ad marketplace across both systems.
The partnership intends to give advertisers a single buying route with standardized CTV formats, along with tools that improves reach, audience de-duplication and frequency cappings, the firms said.
The partnership is remarkable because, up until now, Titan and TiVo have competed in Europe for market share with their respective streaming TV operating systems. Both license their software to third-party smart TV and streaming device manufacturers, with Titan-powered and TiVo-powered TVs widely available to purchase on the continent.
The two will continue to compete for streaming market share, while also working together to strengthen each other’s advertising businesses. Specifically, Titan Advertising will sell inventory against TiVo devices and services in several European countries — France, Germany, Spain and Italy — while both companies work collaboratively to sell each other’s inventory on Titan and TiVo-powered TVs in the United Kingdom.
“This partnership with TiVo marks an important milestone for the CTV industry,” said Tim Edwards, the Chief Operating Officer of Titan OS. “For too long, the market has been fragmented, with too many platforms working in isolation. By combining forces, we are setting a new benchmark for collaboration — increasing efficiency for advertisers, improving the viewer experience, and paving the way for a more standardized future in connected TV.”
Gabriel Cosgrave, the General Manager for Europe, the Middle East and Africa at Xperi, said the deal underscores both companies’ focus on delivering simplicity and scale for advertisers and partners.
“By partnering with Titan OS, we’re further demonstrating our shared commitment to delivering value for advertisers and content partners through simplicity and scale, while offering a compelling and personalized consumer experience,” Cosgrave said in a statement. “Together, we are creating a smarter ecosystem that aligns with the industry’s call for more collaboration and less fragmentation, while unlocking new opportunities for monetization and innovation.”
Titan and TiVo described the pact as part of a long-term push toward standardization and interoperability in the CTV space, positioning Titan OS and TiVo OS as independent alternatives to larger platform ecosystems.
The partnership, they said, reinforces their shared goal of building a more transparent, efficient and audience-driven advertising marketplace across Europe.
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