Teads has secured exclusive global rights to a 10-day HomeScreen takeover on V, the smart TV platform formerly known as VIDAA, running every Black Friday and Cyber Monday period through 2028. The deal covers roughly 30 markets across EMEA, APAC and the Americas and, for the first time, lets global advertisers target by screen size and room placement rather than buying the home screen as a single undifferentiated unit.
“This partnership goes beyond traditional TV buys, it completely reinvents how brands connect with consumers on the biggest screen in the home,” said David Kostman, CEO of Teads.
The deal matters because the home screen has quietly become the highest-attention inventory on connected TV: Teads cites a 48% attention rate for HomeScreen ads, 16 percentage points above skippable in-stream formats, at a moment when 95% of U.S. connected TVs now display advertising on the home screen at switch-on. Locking up the peak retail week, when advertisers spend the most and audiences buy the most, on that exact inventory for three years removes the format from competitive bidding for Teads’ rivals during the one stretch of the year CTV budgets matter most.
The original insight is in what the room-placement targeting signals about where CTV ad tech is headed next: screen-size and placement data only matters if buyers can act on it, which means Teads is betting the next competitive edge in CTV is not more inventory but finer-grained context about the physical room the ad appears in. That is a different axis than the consolidation-at-the-top dynamic already reshaping who controls CTV inventory, and it lines up with Teads’ own reported 67% year-over-year CTV revenue growth in Q2 2026, a pace that tracks the broader shift of ad dollars into connected TV this earnings season.
Source: PPC Land
