Advertising technology company Equativ has been selected as the new ad server and primary supply-side platform (SSP) for Titan OS, a European firm that has developed an independent operating system for Connected TV (CTV). The collaboration aims to integrate retail media capabilities into the CTV landscape, offering advertisers new ways to reach audiences with data-driven, highly targeted campaigns.
Titan OS, launched in 2024, has built a growing ecosystem, securing agreements with TV manufacturers, content providers, retailers, and advertisers. The platform is currently available on millions of Philips TVs and is set to expand to JVC models. It also provides premium streaming channels on Sony’s Android TVs, reaching an estimated 30 million homes across Europe.
Expanding Advertising Capabilities
Through this partnership, Equativ and Titan OS will introduce a range of new advertising opportunities, designed to maximise the effectiveness of CTV campaigns. These include:
- Premium media placements – Advertisers will gain access to high-visibility inventory, including full-screen homepage takeovers and in-stream placements across more than 50 leading free ad-supported streaming TV (FAST) channels, such as CNN, FIFA+, Euronews, Bloomberg, Sony One, and the Hearst Media portfolio.
- Innovative ad formats – The collaboration will bring enhanced creative capabilities to CTV, including new interactive formats to boost engagement. In 2025, the introduction of shoppable ad formats will allow brands to leverage retail data to drive conversions directly through their ads.
- Advanced targeting – Using first-party data and AI-driven audience segmentation, advertisers will be able to refine targeting based on viewing behaviour. Machine learning and Automatic Content Recognition (ACR) technology will help identify content consumption patterns, ad exposure on local apps, and peripheral device usage, such as gaming consoles.
- Retail audience extension – Advertisers will have access to data-driven audience segments, combining Titan OS’s first-party data with insights from leading retailers. This privacy-first approach will enable brands to reach potential customers at key decision-making moments on the big screen.
Strengthening the CTV and Retail Media Landscape
Equativ’s Chief Strategy Officer, Teiffyon Parry, highlighted the significance of this development: “CTV is one of the fastest-growing advertising channels, and when combined with retail media’s powerful first-party data, it creates an unmatched opportunity for brands to connect with targeted consumers at the right moment.
“Our new partnership with Titan OS builds on this momentum, allowing us to offer media buyers premium inventory and exclusive retail data, maximising the effectiveness of their CTV campaigns following the marketing funnel. After the alliance with Deutsche Telekom last year, this new strategic partnership represents a significant stride in evolving our programmatic TV advertising services across Europe and continued expansion into the US.”
Joe Evea, Senior Vice President for Advertising and Retail Media at Titan OS, described the partnership as a crucial step in integrating retail media into the CTV space: “This collaboration will support retailers in increasing their retail media revenues by granting them access to CTV inventory across 30 million households.
“Retailers’ first-party data becomes key to improving targeting capabilities, and this partnership with Equativ will give us access to unique shoppable ad formats to drive conversion on CTV. After our first partnership with Currys in the UK, we plan to partner with a few more strategic retailers across Europe during 2025.”
With the collaboration now in place, both companies aim to drive innovation in the CTV and retail media sectors, providing advertisers with new tools to engage audiences more effectively.
