Teads signs partnership with Vidaa for Hisense CTV inventory

Programmatic ad platform Teads has signed a partnership with Vidaa, developer of the smart TV operating system that runs on Hisense sets, to handle connected TV (CTV) native display inventory.

The deal covers the UK and the US, as well as Australia, Brazil, Canada, Italy and Mexico.

According to Teads, which is set to be acquired by content recommendation platform Outbrain, the CTV native display format is gaining popularity due to its ability to reach a wide audience, including those who do not use ad-supported streaming TV.

Southwest Airlines is the first to debut its Vidaa campaign in the US through Teads’ platform.

Guy Edri, CEO of Vidaa USA, said: “Our promise and role at Vidaa is to develop and manage the best independent platform in the world that enables all of our partners — from the content, advertising and technology space — sustainable growth.

“And our co-operation with Teads is just that: joining our state-of-the-art platform and our reach to tens of millions of homes with Teads’ market leadership in advertising.”

Jeremy Arditi, co-CEO of Teads, added: “Our exclusive partnership with Vidaa further elevates our global CTV footprint to ensure a premium omnichannel offering that simplifies digital and TV buying.

“We are excited to expand our CTV native inventory with one of the world’s largest smart TV operators to not only drive incremental reach for our partners but enable them to extend their creative storytelling from digital into CTV.”