Turkish adtech company TVekstra has entered a strategic partnership with VIDAA, the global smart TV operating system, marking a new phase for connected TV (CTV) advertising in Turkey.
Under the agreement, advertising inventory on VIDAA-powered smart TVs will be made available to brands, expanding access to millions of connected viewers.
Operating in more than 180 countries, VIDAA offers a rapidly growing footprint of smart TV households. The collaboration combines VIDAA’s advanced user interface and content environment with TVekstra’s years of sales & operations experience in CTV vertical.
TVekstra co-founder Murat Atay said the move reflects television’s digital evolution rather than its decline. “Connected TV advertising combines the reach of television with the measurability of the digital world,” he said. “Our partnership with VIDAA allows brands to reach millions of Turkish households more effectively and reinforces our mission to bring global innovation to our market.”
Positioning itself around the principle of “not more, but right” advertising, TVekstra aims to deliver campaigns at moments when viewers are most receptive. The company’s technology also supports HbbTV portals and interactive ad formats such as gamified content, providing additional engagement opportunities for advertisers.
TVekstra cites independent research indicating that 63% of users discover new brands or products via TV advertising, and nearly half make a purchase within three months of seeing an ad.
The company has already integrated its solutions with LG WebOS and ONVO smart TV platforms, and the addition of VIDAA further strengthens its role in the country’s growing CTV ecosystem. Founded in 2017, the Istanbul-based company says it has delivered more than 1,500 campaigns using its in-house AI and machine-learning-driven adtech stack.
Through the partnership with VIDAA, TVekstra aims to position itself as a key driver of Turkey’s connected TV market – bridging the strengths of traditional broadcasting with the precision and flexibility of digital advertising.
