Equativ has expanded its partnership with Titan OS to launch what the companies describe as the first programmatic connected TV home screen video advertising solution across Europe and Latin America.
The new offer allows advertisers to access Titan OS home screen video inventory programmatically through Maestro by Equativ, the company’s end-to-end curation platform.
The launch builds on the strategic partnership between Equativ and Titan OS announced in 2025 and gives brands access to one of the most prominent positions in the connected TV experience before viewers begin watching content.
The format combines full-screen home screen video placements with Titan OS first-party audience data, enabling advertisers to target campaigns in premium CTV environments.
“CTV’s most valuable real estate has always been the home screen – our ad server now enables us to unlock programmatic access to this space at scale,” said James Grant, SVP, Product Marketing, CTV, Addressability and AI at Equativ.
The companies said viewers spend an average of 18 minutes per day on the TV home screen, creating a high-attention environment for advertisers.
James Collins, CRO at Titan OS, said opening the CTV home screen to programmatic demand creates “a significant new monetisation opportunity” for Titan OS and its OEM partners.
The service will initially be available across key European and Latin American markets.
