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Equativ and Titan OS have announced the rollout of a new programmatic advertising solution for connected TV home screens across Europe and Latin America.
The initiative introduces video advertising placements directly on smart TV home screens, allowing brands to reach viewers before they begin streaming content. Advertisers will be able to access the inventory programmatically through Maestro by Equativ, the company’s curation and media activation platform.
The launch builds on the partnership formed between the two companies in 2025 and marks one of the first large-scale programmatic offerings focused specifically on connected TV home screen environments.
By combining premium home screen placements with Titan OS’ first-party audience data capabilities, the companies aim to offer advertisers more precise targeting, stronger audience engagement and improved campaign measurement within the streaming ecosystem.
James Grant said the connected TV home screen has become one of the most valuable advertising spaces in streaming, adding that the partnership helps brands establish visibility in premium living room environments before viewers select content.
James Collins noted that opening home screen inventory to programmatic demand creates new monetisation opportunities for both Titan OS and its device manufacturing partners, while also generating additional revenue streams across the wider connected TV ecosystem.
The move reflects the continued evolution of CTV advertising as platforms increasingly look beyond traditional in-stream video ads to monetise high-attention interfaces such as home screens, navigation environments and content discovery experiences.
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