Equativ and Titan OS partner to enhance CTV advertising with retail media data
Advanced targeting capabilities aim to reach 30 million European households.
Equativ has announced it has become the new ad server and primary supply-side platform for Titan OS, bringing together connected TV advertising and retail media capabilities. The partnership, announced today, three days ago, combines CTV reach with retail data precision to enable more targeted advertising campaigns.
Launched in 2024, Titan OS has established itself as an independent operating system for connected television. The Barcelona-headquartered technology company has secured agreements with TV manufacturers, content providers, retailers, and advertisers, currently reaching 30 million homes across Europe. The operating system runs on millions of Philips TVs and will soon expand to JVC TVs. On the content side, it offers premium streaming channels on Sony's Android TVs.
This partnership comes at a significant moment in the digital advertising landscape as both CTV and retail media continue to gain traction. According to Teiffyon Parry, Chief Strategy Officer at Equativ, "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."
The collaboration provides media buyers with several new advertising capabilities. These include access to premium media placements such as full-screen homepage takeovers and in-stream visibility on more than 50 leading free ad-supported streaming TV channels. Among these channels are CNN, FIFA+, Euronews, Bloomberg, Sony One, and the Hearst Media portfolio.
Joe Evea, SVP Advertising and Retail Media at Titan OS, emphasizes the potential for retailers: "We are excited about the opportunities this partnership unlocks at the intersection of retail media and CTV. It will allow us to support retailers to increase their retail media revenues, giving them access to CTV inventory across 30 million households."
The technical foundation of this partnership rests on Equativ's ad server technology. This infrastructure enables several advanced targeting methods that go beyond traditional TV advertising approaches.
One significant technical component involves Automatic Content Recognition (ACR), which identifies content consumption, ad views on local apps, and the use of peripherals like game consoles. This technology creates a more complete picture of viewer behavior, enabling advertisers to deliver more relevant messages.
The partnership also leverages machine learning and AI models to create precise audience segments. These models analyze viewing patterns and combine them with retail first-party data to identify potential consumers at key moments in their purchasing journey.
In 2025, the companies plan to launch shoppable ad formats that will combine retail data with Equativ's ad technology. These formats aim to create a more direct path from advertisement to purchase, potentially addressing one of the historical challenges of television advertising: conversion tracking.
The Evolution of Titan OS
Titan OS was formally unveiled on January 22, 2024, positioning itself as an alternative in a smart TV market where approximately 40% of TVs lack their own operating system, according to GFK Data from 2022.
The company was founded by industry executives with experience from major media companies including Disney, Roku, Rakuten TV, and KKR. Its initial strategic partnership with TP Vision enabled the operating system to launch on Philips and AOC TVs across Europe and Latin America.
Jacinto Roca, CEO at Titan OS, stated during the company's launch: "We are re-thinking TV to change the way people discover content and how brands connect with audiences, making content discovery easier."
The operating system provides access to an extensive list of applications and channels including Disney+, Netflix, Prime Video, YouTube, Pluto TV, and DAZN. Throughout 2024, Titan OS announced numerous content partnerships, expanding its offering with channels from CNN, Sony Pictures Entertainment, FIFA+, and several other major media companies.
Another significant partnership formed in 2024 was with Currys, the leading technology retailer in the UK and Nordic countries. This collaboration marked what Titan OS described as a "first-of-its-kind retail media alliance within the UK market."
The integration of retail media data represents a significant technical advancement in the television advertising space. Traditionally, TV advertising has relied on broader demographic data rather than the more granular insights available through retail channels.
This partnership creates refined audience segments by combining Titan's first-party data with first-party data from retail partnerships. According to the companies, this occurs in what they describe as a "safe and privacy-first environment," addressing growing concerns about data privacy.
Titan OS has emphasized its commitment to data security, stating it adheres to local and regional regulations while aligning with the latest IAB standards. In February 2024, Titan OS selected OneTrust to manage privacy considerations for its personalized TV experience.
This announcement from Equativ and Titan OS comes amid significant growth in both the CTV and retail media sectors. For Equativ, this partnership follows its alliance with Deutsche Telekom last year and represents part of its continued expansion of programmatic TV advertising services across Europe, with plans to enter the US market.
Equativ itself has been expanding through mergers and acquisitions, including its recent merger with Sharethrough and the acquisition of Kamino Retail. The company now employs over 750 people across 19 countries.
Titan OS meanwhile plans to partner with additional strategic retailers across Europe during 2025, building on its initial partnership with Currys in the UK. The company maintains offices in Barcelona, Amsterdam, and Taipei.
The two companies emphasized that their partnership will benefit multiple stakeholders in the advertising ecosystem. Advertisers gain access to premium inventory with enhanced targeting capabilities. Retailers can expand their retail media campaigns to CTV inventory to increase revenue. TV manufacturers and content providers gain additional monetization opportunities.
Timeline
- January 22, 2024: Titan OS S.L. unveils its independent operating system for smart TVs
- February 21, 2024: Titan OS selects OneTrust for privacy management
- March 2024: Titan OS secures partnerships with Mediaset Spain and other European brands
- June 19, 2024: Titan OS announces the launch of Titan Ads, combining TV advertising with retail data
- October 24, 2024: Titan OS presents partnership with Sony Pictures Entertainment at Mipcom
- October 31, 2024: Titan OS partners with Sony Europe to bring channels to Sony's Android TVs
- December 23, 2024: Titan OS partners with CNN for the launch of FAST channels
- March 6, 2025: Equativ and Titan OS announce partnership for CTV advertising with retail media precision