Kargo brings CTV advertising formats to TiVo platforms

Kargo announced on July 31, 2025, the launch of its CTV Video and CTV Glass formats across TiVo-powered devices, including TiVo's IPTV footprint and TiVo OS smart television operating system. The partnership enables immersive advertising experiences within TiVo environments across multiple devices and platforms.

According to TiVo, the collaboration reflects a commitment to elevating viewer experience while enabling effective advertising. "TiVo has long been a trusted name in television, with a significant footprint across both Pay TV and smart TV environments," said Tal Almany, Vice President, Global Supply at Kargo.

The partnership introduces full-screen advertising moments during content discovery across TiVo-powered devices. Kargo's CTV Glass transforms idle or home screens into dynamic canvases for motion-activated storytelling. CTV Video supports content-aligned advertisement delivery during programming transitions.

Craig Chinn, SVP Advertising Sales, Americas at TiVo, emphasized the partnership's goal to help brands connect with audiences in meaningful ways. "As viewer behavior continues to evolve, our goal is to help brands connect with audiences in meaningful, non-disruptive ways. This partnership represents the next step in delivering premium, performance-driven ad solutions across our platforms."

The formats blend seamlessly into user navigation experiences while maximizing advertising impact. Both solutions respect viewer flow while delivering attention-commanding moments. The partnership covers smart TVs powered by TiVo and IPTV households across the United States, providing platform-agnostic advertising experiences.

TiVo operates as a digital video recorder technology developed and marketed by Xperi. The system provides on-screen programming guides with features including OnePass schedules for recording new episodes and WishList searches for finding shows by title, actor, director, category, or keyword. When connected to home networks, TiVo devices enable film and television downloads, advanced search capabilities, and online scheduling.

Since launching in March 1999, TiVo has expanded from its United States home market to Australia, Canada, Mexico, New Zealand, Puerto Rico, Sweden, Taiwan, Spain, and the United Kingdom. The service provides programming information updates, software downloads, and relevant information through monthly subscription models in most markets.

Kargo positions itself as the only media marketplace with 100% premium supply, creating advertising experiences across mobile, connected television, video, and social platforms. The company's proprietary platform maximizes revenue per impression through creative and targeting solutions for publishers. Founded in 2003, Kargo maintains global headquarters in New York with offices worldwide.

The announcement follows a pattern of expanding connected television advertising capabilities across the industry. Connected TV advertising has shown strong performance metrics, with studies revealing CTV campaigns consistently deliver superior results compared to other digital channels.

According to industry data, Connected TV formats experience significant budget allocation shifts as marketers recognize their effectiveness. Programmatic advertising investment plans show 72% of marketers increasing spending in 2025, with CTV share of media budgets projected to double from 14% in 2023 to 28% in 2025.

The partnership extends TiVo's presence beyond traditional digital video recording into modern connected television advertising. TiVo DVRs serve functions similar to videocassette recorders, allowing television viewers to record programming for later viewing. Unlike videocassette recorders using removable magnetic tape cartridges, TiVo DVRs store programs on internal hard drives.

TiVo devices automatically record programs based on user interests through patented "trick play" features. These allow viewers to pause live television and rewind or replay up to 30 minutes of recently viewed content. Connected TiVo DVRs access streaming services including Netflix and Hulu while downloading program information from home networks.

The system communicates with TiVo servers regularly to receive program information updates including descriptions, actors, directors, genres, and broadcast quality indicators. Information updates occur daily through partnerships with data providers. Users select individual programs or OnePass subscriptions to record all episodes of specific shows.

TiVo's hardware anatomy includes PowerPC or MIPS processors connected to MPEG-2 encoder/decoder chips and high-capacity hard drives. Series1 units used drives of 13-60 GB capacity, while Series2 units contain drives ranging from 40-250 GB. Recent models manufactured under license contain DVD-R/RW drives for transferring recordings to removable media.

Standalone TiVo DVRs feature coaxial RF inputs with internal cable-ready tuners plus analog video inputs including composite RCA and S-Video connections. External cable boxes or satellite receivers connect through serial cables or infrared controls. Output connections include coaxial RF, composite RCA, S-Video, and HDMI for newer models supporting digital audio.

Xperi Corporation develops and delivers technologies enabling extraordinary experiences through DTS, HD Radio, and TiVo brands. These technologies integrate into consumer devices and media platforms worldwide, powering smart devices, connected cars, and entertainment experiences. The company operates a unified ecosystem reaching engaged consumers while driving increased value for partners and customers.

Looking ahead, the partnership will extend Kargo's CTV innovations to TiVo-powered smart televisions across Europe, which already operate with major television original equipment manufacturer partners. The collaboration represents broader industry trends toward premium advertising experiences within connected television environments.

The integration demonstrates how traditional television technology adapts to modern advertising demands. TiVo's established presence in digital video recording combines with Kargo's advertising optimization platform to create new opportunities for advertisers seeking effective connected television campaigns.

Industry observers note the partnership's significance within evolving connected television landscapes. Advertising technology companies increasingly focus on premium inventory while developing cross-platform measurement capabilities for comprehensive campaign management.

The announcement follows similar industry developments where established television technology companies partner with advertising platforms to enhance revenue opportunities. Other companies have launched connected television advertising marketplaces combining smart television inventory with advanced targeting capabilities.

Previous Kargo innovations include Narrative audio-to-video format, which transforms audio advertisements into engaging CTV content for diverse advertisers. The company has also established partnerships with social media platforms to enhance offline sales insights through advertising campaign integration.

The partnership addresses advertiser demand for attention-commanding moments within premium viewing environments. Connected television advertising continues gaining market share as traditional linear television faces budget reallocation pressures from streaming platform alternatives.

Market dynamics favor connected television advertising formats as viewing behaviors shift toward on-demand content consumption. The partnership positions both companies to capitalize on these trends through innovative advertising experiences designed for modern viewing patterns.

Technical implementation details remain proprietary, though the integration suggests sophisticated systems for delivering full-screen advertising moments without disrupting user experiences. The emphasis on motion-activated storytelling through CTV Glass indicates advanced creative capabilities tailored for connected television environments.

Revenue implications for both companies remain undisclosed, though the partnership suggests significant market opportunities within connected television advertising. Industry trends indicate growing advertiser investment in premium connected television inventory as measurement capabilities improve.

The collaboration demonstrates how established television technology companies adapt to modern advertising demands through strategic partnerships. TiVo's evolution from digital video recording pioneer to connected television advertising platform reflects broader industry transformation toward integrated entertainment and advertising experiences.

Timeline

• March 31, 1999 - TiVo digital video recorder first released after development by Jim Barton and Mike Ramsay
• 2000 - TiVo partnered with Thomson Multimedia and British Sky Broadcasting for UK market entry
• 2003 - Kargo founded as digital advertising company in New York
• 2008 - TiVo launched in Australia by Hybrid Television Services
• 2016 - Rovi acquired TiVo for $1.1 billion
• 2020 - TiVo merged with Xperi Corporation in May
• 2021 - TiVo entered licensing agreement with Horizon Media for viewership data
• 2022 - IAB Tech Lab updated ad format guidelines to include Digital Video and CTV
• 2022 - FreeWheel, Kargo, Smartclip, and Xandr gained access to Programmatic Guaranteed Deals in DV360
• 2024 - Kargo unveiled Narrative audio-to-video format for CTV advertising
• 2024 - Kargo partnered with TikTok to enhance offline sales insights
• 2025 - HP launched advertising business with partnerships including Kargo
• July 31, 2025 - Kargo announced launch of CTV Video and CTV Glass formats across TiVo-powered devices

Summary

Who: Kargo, the creative optimization platform, and TiVo, the digital video recorder technology company owned by Xperi, announced a partnership launching CTV advertising formats.

What: The collaboration introduces Kargo's CTV Video and CTV Glass formats across TiVo-powered devices, enabling immersive full-screen advertising experiences during content discovery and programming transitions.

When: The partnership was announced on July 31, 2025, with immediate availability across TiVo-enabled devices in the United States and planned expansion to Europe.

Where: The formats launch across TiVo's IPTV footprint and TiVo OS smart television operating system in the United States, with European expansion planned for TiVo-powered smart televisions already operating with major OEM partners.

Why: The partnership addresses advertiser demand for effective connected television campaigns while providing TiVo with new revenue opportunities. Both companies seek to capitalize on growing CTV advertising market share as viewing behaviors shift toward on-demand content consumption and traditional linear television faces budget reallocation pressures.

Key Terms Explained

Connected TV (CTV) - Connected television refers to any television set that connects to the internet to access streaming content beyond traditional broadcast programming. CTV encompasses smart TVs with built-in internet connectivity, streaming devices like Roku or Apple TV, and gaming consoles that access video content. The platform has become a dominant force in digital advertising, with its share of media budgets projected to double from 14% in 2023 to 28% in 2025 as marketers recognize superior performance metrics compared to traditional linear television.

TiVo - TiVo represents both a digital video recorder technology and the company that developed it, now owned by Xperi Corporation. Originally launched in March 1999, TiVo revolutionized television viewing by allowing users to record, pause, and replay live television programming on internal hard drives rather than videocassette tapes. The system provides on-screen programming guides with advanced features like OnePass recording for entire series and WishList searches based on actors, directors, or keywords.

Kargo - Kargo operates as a creative optimization platform positioning itself as the only media marketplace with 100% premium supply. Founded in 2003 and headquartered in New York, the company creates advertising experiences across mobile, connected television, video, and social platforms. Kargo's proprietary platform maximizes revenue per impression through unique creative and targeting solutions for publishers while helping advertisers achieve incremental brand lift and higher returns on advertising spend.

Advertising - Digital advertising encompasses the preparation, placement, promotion, and delivery of marketing messages through electronic platforms to reach targeted audiences. Modern advertising utilizes sophisticated targeting capabilities, real-time bidding systems, and performance measurement tools to optimize campaign effectiveness. The industry has evolved toward privacy-compliant methods as traditional tracking capabilities face limitations, with 72% of marketers planning to increase programmatic advertising investment in 2025.

CTV Glass - CTV Glass represents Kargo's proprietary advertising format that transforms idle or home screens into dynamic canvases for motion-activated storytelling. This innovation allows advertisers to reach viewers during content discovery moments when attention levels are typically high. The format blends seamlessly into user navigation experiences while delivering attention-commanding advertising moments that respect viewer flow and maximize impact within connected television environments.

CTV Video - CTV Video comprises Kargo's advertising format designed for content-aligned advertisement delivery during programming transitions. This solution provides full-screen advertising experiences that appear between shows or during natural breaks in viewing sessions. The format enables advertisers to reach audiences at optimal moments while maintaining the premium viewing experience that connected television users expect from their entertainment platforms.

Partnership - Strategic partnerships in advertising technology involve collaborations between complementary companies to expand market reach and enhance service capabilities. The Kargo-TiVo partnership exemplifies how established television technology companies adapt to modern advertising demands through alliances with specialized advertising platforms. Such partnerships enable both companies to capitalize on growing connected television advertising opportunities while providing advertisers with more sophisticated targeting and delivery options.

Platforms - Digital advertising platforms serve as technological infrastructures that connect advertisers with publishers and audiences across various media channels. These platforms handle complex functions including audience targeting, real-time bidding, creative delivery, and performance measurement. Modern platforms must navigate evolving privacy regulations while maintaining effective advertising capabilities, with many focusing on first-party data utilization and contextual targeting methods.

Devices - Connected devices encompass the hardware ecosystem through which digital advertising reaches consumers, including smart televisions, streaming media players, mobile phones, tablets, and gaming consoles. Device diversity requires advertising technology to adapt content delivery across different screen sizes, interaction methods, and technical capabilities. The expanding device landscape provides advertisers with multiple touchpoints to reach audiences throughout their daily digital interactions.

Experience - User experience in advertising refers to how seamlessly and effectively marketing messages integrate into content consumption without disrupting viewer engagement. Modern advertising emphasizes non-intrusive formats that enhance rather than interrupt the viewing experience. Successful advertising experiences balance advertiser objectives with user satisfaction, utilizing appropriate timing, relevant content, and respectful presentation methods that maintain positive associations with both the advertised brand and the hosting platform.