TiVo Ads, a leader in advanced TV data and advertising solutions, today announced a new partnership with OpenGlass, the first SSP built for advanced CTV advertising, to make premium TV homescreen advertising inventory programmatically available at scale in the U.S.
Traditionally, the TV homescreen has operated as a closed environment, making it difficult for buyers to access inventory at scale across multiple platforms. Through this partnership, TiVo Ads and OpenGlass are creating new opportunities for advertisers to activate during one of the most valuable moments in the viewing journey: when consumers first turn on their TVs and decide what to watch.
The new offering gives brands programmatic access to TiVo’s homescreen inventory across a U.S. footprint of millions of households, powered by TiVo’s pay TV operator partnerships and front-of-screen presence. Advertisers can benefit from premium visibility at the point of discovery while reaching incremental audiences that may otherwise be missed through in-stream CTV activity alone.
While homescreen advertising has been most used by media and entertainment brands, the new solution expands access to advertisers across all verticals, including retail, automotive, finance, travel, telecommunications and consumer goods. As a result, more brands are able to engage audiences in a high-attention environment that has traditionally been difficult to access programmatically. Additionally, advertisers can now leverage larger ad experiences covering up to 90% of the screen, rich video formats, and custom-branded end screens designed to drive stronger engagement and brand impact.
“At TiVo Ads, we believe the homescreen is one of the most influential moments in the viewer journey,” said Craig Chinn, senior vice president of global advertising sales at TiVo Ads. “By partnering with OpenGlass, we are helping brands across different verticals connect with audiences earlier, with more impactful formats, incremental reach and greater ease of activation.”
“Advertisers have seen the power of premium homescreen environments to drive outcomes but have struggled to access them in a way that’s seamless and scalable,” said Jason Higgins, co-founder and CEO at OpenGlass. “Together with TiVo Ads, we are bringing greater openness, automation and flexibility to this valuable part of the TV experience.”
For more information on TiVo Ads, visit advertising.tivo.com.
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