TiVo Ads and OpenGlass Launch Programmatic Access to TV Home Screen Ads
Millions of U.S. pay TV households become programmatically reachable on their TV home screens under a new deal between TiVo Ads and OpenGlass. The home screen, the interface viewers see when they first turn on the TV, has operated as a closed environment that buyers could only reach through direct deals. TiVo Ads is opening that inventory to programmatic buying, powered by its pay TV operator partnerships and front-of-screen presence, with ad units covering up to 90% of the screen, rich video formats and custom-branded end screens. Jason Higgins, co-founder and CEO of OpenGlass, said, "Together with TiVo Ads, we are bringing greater openness, automation and flexibility to this valuable part of the TV experience."
Campaigns aimed at home screen placements can now scale across TiVo's household footprint through standard programmatic workflows. The expansion beyond media and entertainment brands opens retail, automotive, finance, travel, telecommunications and consumer goods advertisers to a high-attention placement at the exact moment viewers choose what to watch, before content selection and the competing bids that follow it.
- Trade Desk stock jumps 21% on reports of ad talks with OpenAI's ChatGPT
- Apple's Q2 revenue hits $109.42 billion as ad-boosted services set $30.7 billion record
- Yospace: Missed Mbappe Penalty Lifted France-Morocco World Cup Audience 10%
- Paramount agrees to pause $111B Warner Bros. Discovery deal until Aug. 18