The Desk appreciates the support of readers who purchase products or services through links on our website. Learn more...

Titan OS launches connected TV advertising marketplace

Titan Ads will pair data from its own streaming platform to help marketers reach more than 30 million streaming households.

Titan Ads will pair data from its own streaming platform to help marketers reach more than 30 million streaming households.

Titan Ads integrates retail data into connected TV-specific advertising.
Titan Ads integrates retail data into connected TV-specific advertising. (Courtesy image)

Titan OS has launched its own connected TV advertising marketplace that will help retailers and other ad buyers bring their campaigns in front of more than 30 million streaming households across Europe.

Titan Ads will super-serve marketers in several European countries where Titan OS is available, including the United Kingdom, Germany, France, Italy and Spain, with plans to expand to other countries over time.

Titan OS is used across more than four million connected TV sets across Europe, the company said in a statement. Through Titan Ads, buyers have the ability to launch campaigns that reach those households plus 26 million users of other platforms. Those other platforms include Virgin Media, where Titan Ads offers sales-related services for inventory within Virgin Media’s free, ad-supported streaming TV (FAST) channels.

“The Titan Ads team have demonstrated a strong understanding of the local CTV market, combined with an advanced technology and data stack to help drive incremental revenue for our FAST business,” Gareth Vaughan Jones, the head of advertising sales at Virgin Media, said in a statement.

Jacinto Roca, the CEO at Titan OS, said the company was “focused on increasing this footprint by proposing a strong win-win business model to TV manufacturers.”

“Titan OS provides unique premium advertising inventory and exclusive customers first-party data to drive Titan Ads monetization,” Roca said.

At launch, Titan Ads will allow brand marketers to purchase two types of inventory, including homepage ads that involve large banners across the home screen of a device.

“How users watch TV is changing — TV viewership is fragmenting into many different streaming applications, making it more difficult for advertisers to reach them,” Tim Edwards, the Chief Operating Offier at Titan OS, said in a statement. “The homepage of the connected TV is the one place that all users have to pass through, meaning our homepage ad format provides maximum reach for advertisers.”

An example of in-stream video advertising purchased through the Titan Ads marketplace. (Courtesy image)
An example of in-stream video advertising purchased through the Titan Ads marketplace. (Courtesy image)

The second type of inventory is in-stream video ads, which are pre- and mid-roll messages that stream during ad breaks on partner channels, including streams programmed by Bloomberg Television, Red Bull, Funke Digital and Euronews.

Currys in the United Kingdom and Boulanger in France are some of the first launch partners taking advantage of the capabilities of Titan Ads.

“Combining our first-part retail data with Titan’s impactful CTV formats helps to deliver more relevant advertising experiences as part of our Currys Connected Media network,” Andy Barratt, the Head of Retail Media at Currys, said in a statement. “It’s an exciting, innovative opportunity to engage consumers.”

“Premium CTV inventory from Titan is a great addition to our omnichannel retail media solution for advertisers, and we are excited about future creative formats that can help brands to drive users from the TV to the store via their mobile devices,” said Olivier Beal, the Director of Supply and Purchasing Strategy at Boulanger.

Get stories like these in your inbox, plus free breaking news alerts on business and policy matters involving media and tech.

Get stories like these in your inbox, plus free breaking news alerts on business and policy matters involving media and tech.

Photo of author

About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 11 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.

[rank_math_breadcrumb]