# LG's Unusual CTV Exclusive With Teads Just Got Bigger
> Roku, Samsung, and Amazon sell their own smart-TV ads. LG's renewal with Teads keeps a different architecture alive.
- Publication: The State of Streaming
- Section: Advertising & Ad Tech
- Published: 2026-04-24T00:00:00.000Z
- Updated: 2026-05-02T00:00:00.000Z
- Byline: The State of Streaming Staff
- Canonical URL: https://thestateofstreaming.com/advertising-adtech/2026/04/teads-lg-ad-solutions-ctv-renewal/
- Read time: 5 min
## Summary
Roku, Samsung, and Amazon sell their own smart-TV ads. LG hands its home screen to Teads — and just extended the deal into Italy, Greece, and Cyprus, days before the 2026 NewFronts.

## Key facts

- Teads and LG Ad Solutions renewed their exclusive global partnership for LG HomeScreen CTV inventory on April 23, 2026, adding Italy, Greece, and Cyprus.
- The deal now spans more than 20 markets across Europe and Asia Pacific; Teads is the sole seller of LG's native CTV ad formats in all covered territories.
- LG is the only major smart-TV OS maker routing its native ad inventory through an external reseller — Roku, Samsung, Amazon, and post-Walmart Vizio all sell in-house.
- The partnership launched in France and Belgium in 2023 and expanded sharply in March 2024 to Germany, Austria, Switzerland, Australia, New Zealand, and 10 APAC countries.
- Teads (NASDAQ: TEAD) is the post-merger entity from Outbrain's approximately $900 million February 3, 2025 acquisition of Teads; the combined company operates in 36 countries with about 1,800 staff.


## Why it matters

The renewal cements an architecture that now stands alone in smart-TV OS monetization: exclusive external reselling of native home-screen inventory. At a moment when agency holdcos are pressing for supply-path optimization, the deal is both Teads's most visible exclusive and a test case for whether platform owners benefit more from in-house sales leverage or from a partner with deeper international publisher reach. The answer shapes how LG HomeScreen gets packaged into 2026 upfront and NewFront commitments.


## What to watch

- Whether LG's next quarterly disclosure breaks out HomeScreen ad revenue or direct-sold vs. Teads-sold mix.
- Whether any other smart-TV OS maker follows LG's exclusive-reseller model in markets where direct sales presence is thin.
- How agency holdco supply-path optimization programs treat single-reseller routes: as consolidation value, or as choke points.
- Teads's first full-quarter TEAD earnings commentary on the LG partnership's revenue contribution.

## Article
LG is not like Roku, or Samsung, or Amazon. When you turn on an LG television and land on the home screen, the ads you see aren't sold by LG. They're sold by Teads — an arrangement the two companies just renewed and extended into Italy, Greece, and Cyprus, cementing one of the stranger structures in connected-TV advertising.

The [renewal](https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html), announced Thursday, keeps Teads (NASDAQ: TEAD) as the exclusive global seller of LG HomeScreen: the full-width masthead that sits above app tiles on every LG smart TV. The deal now spans more than twenty countries across Europe and Asia Pacific, essentially every major market LG ships televisions to outside the United States, where LG also runs a direct ad-sales operation.

Viewed in isolation, it's a renewal. Viewed across the smart-TV operating system landscape, it's an anomaly.

Roku sells its own home-screen inventory through OneView and its Roku One platform. Samsung sells Tizen inventory through Samsung Ads. Amazon sells Fire TV inventory through Amazon Ads. [Vizio](/companies/vizio/)'s SmartCast has sat inside Walmart Connect since Walmart closed its acquisition of Vizio in late 2024. Only LG hands its most visible placement to someone else, and has now done so in a renewed contract that covers more geography than the previous one.

The timing matters. The 2026 NewFronts are weeks away, the broadcast upfronts follow in May, and agency holdco buyers are in the middle of one of the loudest supply-path-optimization cycles the industry has ever run. Every extra middleman between advertiser and inventory is under pressure to justify its cut. Teads has just secured another year, at least, of being the middleman LG's home screen comes through.

There's a reason LG might find the arrangement worth preserving. The original partnership with Teads began quietly in 2023, covering just France and Belgium. In [March 2024 it expanded to Germany, Austria, Switzerland, Australia, New Zealand, and ten more APAC countries](https://www.exchangewire.com/blog/2024/03/13/teads-expands-exclusive-global-partnership-with-lg-ad-solutions-for-ctv-native-inventory-in-apac/). In the two years since, Teads itself has changed shape in ways that make it a materially bigger partner than it was when LG first signed on.

[Outbrain Inc. closed its acquisition of Teads on February 3, 2025](https://www.globenewswire.com/news-release/2025/02/03/3019410/0/en/Outbrain-Completes-the-Acquisition-of-Teads.html) for about $900 million: $625 million in cash, and 43.75 million Outbrain shares worth roughly $263 million at close. The combined company took the Teads brand and [began trading under a new ticker on Nasdaq on June 10, 2025](https://investors.teads.com/news-releases/news-release-details/outbrain-completes-change-corporate-name-teads). The post-merger Teads operates in thirty-six countries with around 1,800 employees and relationships with more than 10,000 publishers and 20,000 advertisers.

Translation: the partner LG chose in 2023 is now materially larger, better-funded, and operationally present in most of the places LG sells televisions. That's what a lucky bet looks like in retrospect.

The companies paired the renewal with performance data, the usual way these deals get dressed up for the press. A study they commissioned from a firm called the MediaMento Institute, based on 100 smart-TV viewers, found HomeScreen video ads drew a 48 percent attention rate — 16 percent higher than skippable pre-roll on the same screens. Three-dimensional formats, the study reported, captured attention 29 percent faster than standard video. The companies didn't disclose anything about the methodology beyond the sample size.

David Kostman, the Teads CEO, said the renewal "accelerates our CTV strategy." Serge Matta, LG Ad Solutions' president of global ad sales, said it lets them "bring LG Ad Solutions' HomeScreen inventory to more markets." Neither quote does much on its own.

What the quotes confirm is that this deal, which looked geographically quirky and structurally odd when it began, is now positioned to matter through the weeks when CTV ad budgets get decided. If any other smart-TV operating system looks at LG's setup and concludes the exclusive-reseller model has advantages the in-house approach is missing, Teads will have built the template.

The financial terms and duration of the renewal weren't disclosed.

## Entities

- Companies: Teads, LG Ad Solutions, Outbrain, Altice, Roku, Samsung, Amazon, Vizio, Walmart
- People: David Kostman, Serge Matta
- Products: LG HomeScreen, Teads Ad Manager, OneView, Roku One, Samsung Ads, Amazon Ads, Walmart Connect


## Tags

- ctv
- advertising
- teads
- lg
- homescreen
- europe
- smart-tv-os
- exclusive-reseller
- newfronts-2026


## Sourced claims

- Teads (NASDAQ: TEAD) and LG Ad Solutions renewed their exclusive global partnership for LG HomeScreen connected-TV inventory on April 23, 2026. — Teads and LG Ad Solutions joint release: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- The renewal adds Italy, Greece, and Cyprus to the covered markets. — Teads and LG Ad Solutions joint release: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- The partnership launched in France and Belgium in 2023. — Teads and LG Ad Solutions joint release (historical context within): https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- Teads and LG expanded the partnership on March 12, 2024, adding Germany, Austria, Switzerland, Australia, New Zealand, and 10 APAC countries. — ExchangeWire: https://www.exchangewire.com/blog/2024/03/13/teads-expands-exclusive-global-partnership-with-lg-ad-solutions-for-ctv-native-inventory-in-apac/
- Teads operates LG HomeScreen placements through its self-serve Teads Ad Manager platform, including 3D creative formats. — Teads and LG Ad Solutions joint release: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- A study cited by the companies from the MediaMento Institute, based on 100 smart-TV viewers, reported a 48 percent attention rate for LG HomeScreen video ads — 16 percent higher than skippable pre-roll on the same screens. — Teads and LG Ad Solutions joint release, citing MediaMento Institute: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- The same study reported 3D creative captured viewer attention 29 percent faster than standard video formats on HomeScreen. — Teads and LG Ad Solutions joint release, citing MediaMento Institute: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- David Kostman, CEO of Teads: 'Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy.' — Teads and LG Ad Solutions joint release: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- Serge Matta, president of global ad sales at LG Ad Solutions: the deal 'allows us to bring LG Ad Solutions' HomeScreen inventory to more markets.' — Teads and LG Ad Solutions joint release: https://www.globenewswire.com/news-release/2026/04/23/3279890/0/en/teads-and-lg-ad-solutions-expand-global-partnership-to-bring-high-attention-ctv-ads-to-the-omnichannel-living-room.html
- Outbrain Inc. completed its acquisition of Teads on February 3, 2025. — Outbrain Completes the Acquisition of Teads — GlobeNewswire: https://www.globenewswire.com/news-release/2025/02/03/3019410/0/en/Outbrain-Completes-the-Acquisition-of-Teads.html
- The total acquisition consideration was approximately $900 million, comprising $625 million in upfront cash and 43.75 million Outbrain shares valued at roughly $263 million based on Outbrain's closing price of $6.01 on January 31, 2025. — Outbrain Completes the Acquisition of Teads — GlobeNewswire: https://www.globenewswire.com/news-release/2025/02/03/3019410/0/en/Outbrain-Completes-the-Acquisition-of-Teads.html
- The combined company renamed itself from Outbrain Inc. to Teads Holding Co. and began trading under the ticker 'TEAD' on Nasdaq effective June 10, 2025. — Teads investor-relations site: https://investors.teads.com/news-releases/news-release-details/outbrain-completes-change-corporate-name-teads
- The combined Teads works with more than 10,000 publishers and 20,000 advertisers globally, with approximately 1,800 staff across 36 countries. — Outbrain Completes the Acquisition of Teads — GlobeNewswire: https://www.globenewswire.com/news-release/2025/02/03/3019410/0/en/Outbrain-Completes-the-Acquisition-of-Teads.html

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