Titan OS expands with Vestel deal & new TV ad measurement tools
Titan OS has announced a new manufacturing partnership with Vestel and introduced two new advertising products focused on enhanced data capabilities and performance measurement on connected TV.
Through an agreement with Turkish manufacturer Vestel, Titan OS will now power smart TVs produced by Vestel for major European retailers, beginning with JVC-branded sets for Currys in the UK. The partnership aims to significantly expand the distribution of Titan OS and strengthen its presence across key retail markets.
Expanding manufacturing reach
The deal broadens Titan OS's manufacturing footprint and also includes plans for deeper collaboration on data integration and monetisation. Working closely with Vestel, Titan OS will seek to deliver audience insights and greater value to advertisers through data-driven strategies.
Atınç Öğüt, Vestel's Deputy General Manager, stated:
As one of Europe's leading technology brands, we are thrilled to partner with Titan OS to deliver a seamless, content-led experience to many households. This strategic collaboration elevates our smart TV offering across Europe and creates powerful new opportunities for retailers and advertisers to connect with audiences more effectively. With our extensive product range and significant market presence, Vestel continues to play a pivotal role in shaping the future of the digital content ecosystem.
Bart Bomers, Chief Commercial Officer of Titan OS, highlighted the significance of the partnership. "This partnership with Vestel marks a significant milestone in our journey. By combining the strength of one of Europe's leading TV manufacturers with our independent platform, we are scaling faster and smarter – transforming the future of TV in Europe," he said.
Attribution and performance measurement
Titan OS also announced a strategic collaboration with Kochava, a global company specialising in real-time data solutions for omnichannel measurement. The partnership will see Kochava's attribution and analytics integrated into Titan OS's new Homepage Video Banner format, providing brands and content partners with the ability to measure campaign performance across more than 18 million devices.
Charles Manning, CEO of Kochava, commented:
We're proud to bring our attribution intelligence to Titan OS, helping brands and content partners to gain actionable insights on their Connected TV investments. Together, we're raising the bar for measurable, transparent, and privacy-conscious performance across the TV landscape.
Rees Hughes, Vice President Data at Titan OS, added: "Our partnership with Kochava reinforces Titan OS's commitment to delivering a personalised, secure, and performance-driven Connected TV experience. By uniting our content-first approach with Kochava's measurement capabilities, we enable advertisers and content partners to clearly measure and optimise the impact of their marketing efforts on Titan OS."
This integration aims to provide advertisers with visibility into tangible outcomes, such as app installs, purchases, visits, and subscriptions, shifting the focus of connected TV from reach to measurable performance outcomes.
Incremental reach addressed
The company introduced Incremental Reach, its second new advertising product, designed to help advertisers identify and engage viewers who no longer watch traditional broadcast TV and measure the net additional impact made by connected TV campaigns.
During a recent campaign case study involving a global fast-moving consumer goods (FMCG) brand during the 2025 Six Nations Championship, the advertiser reportedly utilised Titan OS inventory to target rugby fans beyond the typical broadcast audience. The campaign achieved a 28% incremental reach, while 98% of viewers completed the video ads, and 23% were identified as having never watched any broadcast television.
Titan OS views this as evidence of a growing capacity to provide scaled, data-based advertising solutions on connected TV platforms. The aim is to deliver not only traditional reach but also clear, measurable performance insights for brands seeking to extend their audience engagement beyond linear channels.
