Why Two Independent TV Platforms Just Solved CTV's Biggest Problem
Barcelona's Titan OS and TiVo are pooling ad inventory to give buyers a single route to both platforms - and tackle the fragmentation that's plagued connected TV since day one
Barcelona-based Titan OS and TiVo have struck a deal that gives advertisers something they’ve been demanding for years: a single buying route to premium connected TV inventory across two independent operating systems. Titan Ads will handle advertising sales for TiVo OS across Europe, creating unified access to both platforms with standardised formats and deduplicated audiences.
Media buyers can now access premium CTV inventory across both operating systems through one point of contact, with consistent ad formats and unified audience management. Outside the UK, Titan Ads gets exclusive sales rights for TiVo OS advertising inventory in selected European markets. The deal includes deduplicated reach, cross-platform frequency capping and access to proprietary audience segments.
CTV has gone from experimental budget line to core video strategy, but the ecosystem is still a mess. Advertisers deal with multiple operating systems, each with different specifications, measurement approaches and b…
