Teads and LG Ad Solutions today announced the renewal and expansion of their exclusive connected television partnership in Europe and Asia-Pacific, adding Italy, Greece, Cyprus, and several other markets to a deal that now spans more than two dozen countries across two regions. The announcement, dated April 23, 2026, confirms that LG Smart TV HomeScreen inventory will be available exclusively through Teads in these new territories, with access also opening up through the Teads Ad Manager self-serve platform.

The deal is a continuation of a partnership that started in France and Belgium and has been expanding steadily since 2024. It puts a significant amount of premium CTV inventory - the kind that appears when viewers switch on their LG televisions or navigate back to the home interface - behind a single sales point. For advertisers trying to reach living room audiences at scale across Europe and Asia, the structure simplifies what would otherwise be a fragmented buying process.

What the expansion covers

On the European side, the renewed agreement adds Italy, Greece, and Cyprus to an existing group that already included France, Belgium, Germany, Austria, Switzerland, and a cluster of Central and Eastern European countries: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Serbia, Slovakia, and Slovenia. The addition of Italy in particular is notable. It is one of the largest television advertising markets on the continent, and Teads had previously referenced Italy as part of deals signed during the fourth quarter of 2025, as PPC Land reported in March 2026.

In the Asia-Pacific region, the partnership now covers India, Japan, Taiwan, Hong Kong, Indonesia, Malaysia, Singapore, Philippines, and Thailand. The APAC footprint represents a broad sweep of markets at different stages of CTV adoption, ranging from Japan's mature media market to fast-growing Southeast Asian countries where connected television penetration has been rising sharply.

According to the press release, Teads is the sole point of access for this inventory in all listed territories. That exclusivity applies specifically to LG Ad Solutions' native CTV formats, with the HomeScreen placement - the first thing a viewer sees when they turn on or return to the LG interface - being the headline product.

The HomeScreen format and its attention metrics

The HomeScreen placement is central to the commercial logic of this deal. Research conducted with neuroscience specialists MediaMento Institute found that CTV HomeScreen placements generate significantly higher attention and engagement than traditional skippable formats. In controlled lab testing with 100 Smart TV viewers, Teads' HomeScreenvideo ads achieved a 48 percent attention rate, outperforming skippable pre-roll by 16 percent. Meanwhile, 3D creative formats captured attention 29 percent faster and sustained it for longer periods.

Those figures were first published in September 2025. PPC Land covered the study in detail, noting that the research used in-lab eye-tracking technology and brand recall surveys. Unaided recall reached 50 percent among HomeScreen-exposed viewers, while aided recall peaked at 84 percent. These are measurements that brand advertisers typically find difficult to achieve in digital environments, and they form a core part of Teads' pitch to the market.

The format capitalises on a structural characteristic of smart TV usage. Research on LG Smart TV behaviour has shown that nearly 97 percent of LG Smart TV users begin their viewing sessions on the home screen, visiting it on average three times per day. That means the HomeScreen is not simply an advertising placement - it is consistently the first interaction a viewer has with the device. An advertiser appearing there has a reliable share of attention in an undivided, living-room context, rather than competing with simultaneous smartphone use or mid-stream viewer fatigue.

Self-serve access via Teads Ad Manager

One element of this announcement that is practically significant for media buyers is the availability of this CTV inventory through Teads Ad Manager self-serve. The press release describes it as providing "a unified point of entry to premium CTV inventory around the world." For smaller agencies or direct advertisers who cannot negotiate direct insertion orders but still want access to premium HomeScreen placements, the self-serve route lowers the operational barrier considerably.

Teads has been building out its self-serve capabilities alongside its premium direct sales operation. The combination matters because the CTV market has historically been dominated by high-minimum, reservation-based deals that suited large holding companies but excluded mid-market buyers. A self-serve path to the LG HomeScreen across 20-plus countries in Europe and APAC is a structural change in who can access that inventory.

Measurement and creative solutions

The partnership announcement also references Teads' omnichannel measurement infrastructure. The company now provides, according to the press release, "tailored insights with increased scale in these new territories" through partnerships with "trusted measurement leaders." That language connects to the broader work Teads has done on CTVattribution.

In October 2025, Teads launched CTV Performance, a deterministic measurement solution that tracks site visits, leads, and sales directly tied to CTV exposure. The solution uses a household graph for cross-device measurement, attributing subsequent site visits or conversions on mobile devices or computers within the same household to the original television exposure. That launch was described at the time as the first occasion that deterministic CTV measurement became available outside the United States.

On the creative side, the deal enables access to Teads Studio, the company's in-house creative technology arm. The 3D creative formats cited in the MediaMento research are among the formats available through the studio, and the new territories will now be able to access those tools at scale.

Context within Teads' broader CTV strategy

This renewal and expansion sits within a wider push by Teads to consolidate its position as the primary independent platform for HomeScreen CTV advertising globally. Over the past two years, the company has assembled a portfolio of exclusive and preferred deals with major television operating system providers.

PPC Land reported in February 2026 that Teads signed a deal with Google TV, giving the platform access to Mastheadplacements - the first visual impression on Google TV devices - across major markets including the United States and the United Kingdom. Combined with its LG partnership and relationships with Samsung, TCL, Rakuten, NVIDIA, Vizio, and Vewd, Teads has grown its HomeScreen addressable pool to over 500 million devices globally.

The financial results from early 2026 put numbers behind that trajectory. Teads' Q4 2025 earnings release showed CTVcrossing the $100 million annual revenue mark, with 55 percent year-over-year growth in Q4. That compares to approximately 40 percent growth in Q3 2025. The company had run well over 3,500 HomeScreen campaigns by the time of those results, and CEO David Kostman stated that the HomeScreen business grew 455 percent from its inception through the end of 2025.

The Italy and Greece deals referenced in those Q4 financials as having been signed in Q4 2025 appear to be formalized now in this April 2026 announcement, which packages them alongside the broader APAC renewal into a single press release. This kind of sequencing - where commercial deals close in one quarter and are publicly announced in the next - is common in ad technology partnerships.

LG Ad Solutions' position

LG Ad Solutions, incorporated as Alphonso Inc., operates the advertising technology arm for LG Electronics' global smart TV network. The company has been active on multiple fronts in the past year. In October 2025, it launched an AI platform called Agentiv, which integrates over 20 AI agents for media planning and data collaboration within connected TV advertising workflows. In December 2025, it announced a separate partnership with Taboola, combining LG's Automatic Content Recognition data with Taboola's Realize performance platform to extend CTV campaigns into publisher environments.

Research released by LG Ad Solutions in November 2025 showed 60 percent growth in HomeScreen advertising placements year-over-year. The company has also cited data showing that campaigns combining CTV video, HomeScreen, and mobile video deliver 4.7 times higher awareness, 8.7 times stronger recall, and 11.2 times greater consideration than single-channel efforts.

Serge Matta, President of Global Ad Sales at LG Ad Solutions, said in the announcement that the expanded partnership makes it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale. Matta is the same executive who was named in the December 2025 Taboola partnership announcement, suggesting continuity in the company's commercial direction.

What it means for buyers in the new markets

For advertisers and agencies operating in Italy, Greece, Cyprus, and the new APAC markets covered by this announcement, the practical implication is that LG Smart TV HomeScreen inventory in those territories - which was not previously available through Teads - now is. Italy is a meaningful addition given the scale of its television advertising market. The CEE bloc, already included before this announcement, now gains additional measurement depth through Teads' expanding infrastructure.

In APAC, the inclusion of markets such as Indonesia, Thailand, and the Philippines alongside more established markets like Japan and Singapore reflects the direction of travel in regional CTV spending. Connected television adoption in Southeast Asia has accelerated as affordable smart TV hardware has become more widely available, and the partnership positions Teads and LG to capture advertising spend that is shifting from linear to streaming in those markets.

The broader picture is one of progressive market-by-market exclusivity being assembled around a premium inventory type - the HomeScreen - that has consistently demonstrated attention and recall metrics above those of standard pre-rollor display formats. Whether that translates into sustained pricing power and advertiser retention at scale is the open question that financial analysts and media buyers will continue to watch.

Timeline

Summary

Who: Teads (Nasdaq: TEAD), the omnichannel advertising platform headquartered in New York with approximately 1,700 employees across 30-plus countries, and LG Ad Solutions (incorporated as Alphonso Inc.), the global connected TV advertising arm of LG Electronics.

What: The two companies renewed and expanded their exclusive partnership covering LG Smart TV HomeScreenadvertising inventory in Europe and Asia-Pacific. The deal adds Italy, Greece, and Cyprus in Europe and covers nine markets in APAC: India, Japan, Taiwan, Hong Kong, Indonesia, Malaysia, Singapore, Philippines, and Thailand. Teads is the sole point of access for this inventory in all listed territories. Self-serve access is available through Teads Ad Manager.

When: The announcement was made on April 23, 2026. The commercial relationships for Italy and Greece were reportedly established during Q4 2025, consistent with details disclosed in Teads' Q4 2025 earnings.

Where: The partnership covers LG Smart TVs across two geographic blocs: a European group spanning France, Belgium, Germany, Austria, Switzerland, CEE (Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Serbia, Slovakia, Slovenia), Italy, Greece, and Cyprus; and an APAC group covering India, Japan, Taiwan, Hong Kong, Indonesia, Malaysia, Singapore, Philippines, and Thailand.

Why: The expansion formalises commercially what has been building operationally - Teads is assembling exclusive or preferred access to HomeScreen inventory across major smart TV operating systems globally, using attention research and self-serve tooling to attract a broader advertiser base. For LG Ad Solutions, partnering with Teads' omnichannel distribution and measurement infrastructure accelerates the commercialisation of its HomeScreen inventory in markets where it lacks direct sales coverage at scale.

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