Independent TVOS players Titan OS and Xperi-owned TiVo are collaborating under a new strategic partnership meant to help simplify the connected TV ad buying process for advertisers and boost monetization for both platforms in select European markets.
First shared exclusively with StreamTV Insider, the agreement is primarily a strategic ad sales partnership between the Titan Ads division and TiVo, but there’s also potential for technical collaboration down the line.
The move, announced Tuesday at MIPCOM, unites respective OS footprints and ad inventory of the two independent TVOS players to provide advertisers with a single, streamlined buying path across both platforms in key advertising markets in Europe. It’s a partnership the companies said came about in response to growing market demand for greater standardization in the CTV ecosystem.
It marks Titan OS’s second CTV ad sales announcement already this week, following Monday’s news that it will serve as an excusive sales partner for Fox-owned Tubi’s AVOD inventory in the UK, a market which the free streamer entered last year.
Under the TiVo arrangement, advertising unit Titan Ads will be the exclusive ad sales partner for TiVo OS ad inventory across Germany, France, Italy and Spain.
In the UK both partners will be involved, with TiVo and Titan working on ad sales across platforms. In addition to OEMs, TiVo counts consumer electronics retailer Argos as a UK customer, powering smart TVs under its Bush TV house brand.
In the UK, “TiVo OS and Titan Ads will collaborate to maximize advertising opportunities across both platforms,” Timothy Edwards, COO of Titan OS., told STV Insider.
“This partnership with TiVo marks an important milestone for the CTV industry. For too long, the market has been fragmented with too many platforms working in isolation,” said Edwards in a statement. “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 standardised future in Connected TV.”
Each relative newcomers to the TVOS space, TiVo’s OS has gained momentum primarily in Europe to date, including adoption by dozens of TV brands and reaching consumers in 40 countries. After securing Vestel as its first OEM customer for the TiVo OS in 2022, parent Xperi this August said it had signed its ninth TiVo OS smart TV partner in Europe.
Its last disclosed user figure for the TiVo OS in Europe was 2 million as of late February, at which time Xperi CEO Jon Kirchner said he believed TiVo– which primarily targets smaller and mid-sized OEMs – had crossed significant barriers of entry for new players in what’s a highly competitive TVOS space.
The Titan deal covers TiVo OS ad inventory across all CTV OEM partners in the key European advertising markets outside of the UK.
Barcelona-based Titan OS, meanwhile, has similarly emerged as an independent OS and is also working to attract third-party OEMs and TV-makers in Europe.
In terms of coming together, Edwards said “both parties are driven by a mutual long-term vision for greater standardization across CTV advertising.”
Still, they can be seen as competitors in a crowded and intensifying TVOS battle in Europe. Asked about partnering with a would-be competitor, Edwards acknowledged the two compete “in some areas” but said “we see it [as] beneficial and synergistic for both parties to collaborate in others” – in this case, ad sales and monetization.
And when others in the TVOS space include tech behemoths and consumer electronics giants - not to mention additional independent entrants - two indie players joining together to offer more reach and ease for advertisers, ultimately to better monetize CTV in the face of a fragmented ecosystem, could be wise.
“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,” added Gabriel Cosgrave, general manager of EMEA at Xperi. “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 monetisation and innovation.”
Under the partnership, campaigns in the European markets can be booked across TiVo and Titan OS CTV inventory through one unified buying route, offering greater reach across a non-duplicated audience. In addition to reach, this also increases ad effectiveness across both Titan OS and TiVo, per Edwards.
Titan also said advertisers will benefit from frequency capping and access to unique audience segments, with an aim of providing more precision for campaigns.
Today advertisers can keep buying the exact same ad formats from TiVo and Titan as they’re used to but with the unified buying path across platforms.
While the relationship primarily marks an ad sales partnership, Edwards noted there’s “an eye towards a potential technical partnership overtime.”
Asked about plans to provide more CTV standardization, including for ad formats, Titan told STV Insider that the companies “have many ideas” to develop standardized ad formats, specifically on the Home Screen, as well as “align data structure to provide [the] same targeting and measurement across both OS” platforms.
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Article updated to attribute information to Titan OS COO Timothy Edwards. A previous version incorrectly stated Tobi Pfalzgraff, SVP of People and & Marketing at Titan.