Teads today secured exclusive global rights to a 10-day television home screen takeover across V, the smart TV operating system formerly called VIDAA, running the length of the Black Friday and Cyber Monday sales window. The multi-year agreement, which extends through 2028, also introduces targeting by physical screen size and by the room a television sits in, capabilities the two companies say have not previously been offered to global advertisers.
The announcement was issued from New York on August 18, 2026. Teads Holding Co. (Nasdaq: TEAD) and V, the operating system installed on Hisense sets and other original equipment manufacturer devices, described the arrangement as a multi-year strategic partnership running through 2028. Its centerpiece is a 10-day takeover of the TV HomeScreen placement during peak season sales, with Teads acting as the sole global point of entry for that inventory.
Roughly 30 markets across EMEA, APAC and the Americas fall inside the agreement, according to Teads, with the United States included in the 10-day Black Friday and Cyber Monday period. In 2026 those anchors fall on Friday, November 27 and Monday, November 30, following Thanksgiving on Thursday, November 26. Neither company published the precise start and end dates of the takeover window.
What the HomeScreen placement actually is
The TV HomeScreen is the interface a viewer encounters when a television is switched on or when the viewer navigates back from an application. It sits above the operating system and below any streaming app, which makes it structurally distinct from the in-stream video inventory that most connected television budgets have historically funded. No content has been selected at that moment. No pre-roll has run. The placement therefore captures a session before any walled garden claims it.
That structural position explains why the surface has become the most contested real estate in CTV. Home screen advertising now appears on 95% of United States…