Equativ & Titan OS Partner to Revolutionise CTV Advertising with Retail Media Precision

Equativ today (March 6th, 2025), announces it has become the new ad server and primary supply-side platform (SSP) for Titan OS, the European technology and advertising company that has developed an independent operating system for connected TV (CTV). The partnership brings the power of retail media to CTV, enabling brands to deliver highly targeted, outcome-driven campaigns.

Launched in 2024, Titan OS has established a unified ecosystem and secured agreements with TV manufacturers, content providers, retailers, and advertisers, reaching 30 million homes across Europe. Its operating system runs on millions of Philips TVs, and will soon run on JVC TVs. On the content side, it offers a selection of premium streaming channels on Sony's Android TVs. 

Aligning seamlessly with Equativ's vision for growth in the CTV and retail media ecosystem, media buyers can now take advantage of new opportunities, including:

• Premium media placements: Access to premium media placements, including full-screen homepage takeovers and in-stream visibility on more than 50 leading free ad-supported streaming TV (FAST) channels, such as CNN, FIFA+, Euronews, Bloomberg, Sony One, and the Hearst Media portfolio of channels.
• High-impact creative formats: Unique CTV creative enhancements and innovative formats, designed to maximise user attention and performance. Launching in 2025, shoppable ad formats will combine retail data and Equativ ad tech.
• Advanced CTV targeting: Gain valuable insights into audience viewing behaviour and deliver highly targeted campaigns by leveraging first-party data and advanced technologies, such as m​achine learning and AI models used to create precise audience segments, and Automatic Content Recognition (ACR) to identify content consumption, ad views on local apps, and the use of peripherals like game consoles.
• Retail audience extension: Refined audience segments created by combining Titan’s first party with first-party data from partnerships with top retailers in a safe and privacy-first environment. This enables advertisers to reach potential buyers at key decision-making moments on big screens.

Teiffyon Parry, chief strategy officer at Equativ, commented: “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. Our new partnership with Titan OS builds on this momentum, allowing us to offer media buyers premium inventory and exclusive retail data, maximising the effectiveness of their CTV campaigns following the marketing funnel. After the alliance with Deutsche Telekom last year, this new strategic partnership represents a significant stride in evolving our programmatic TV advertising services across Europe and continued expansion into the US.”

Joe Evea, SVP advertising and retail media, at Titan OS, added: “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. Retailers’ first-party data becomes key to improving targeting capabilities, and this partnership with Equativ will give us access to unique shoppable ad formats to drive conversion on CTV. After our first partnership with Currys in the UK, we plan to partner with a few more strategic retailers across Europe during 2025.”