The Channel Store and V Sign Agreement for CTV Video Inventory Monetization in Spain

The evolution of Connected TV is transforming how audiences access content and how brands reach them. In this context, Smart TV operating systems are becoming an increasingly important part of the CTV ecosystem, bringing together users, content, and advertising opportunities.

To continue expanding monetization opportunities for advertisers and content owners, The Channel Store has entered into an agreement with V, the company behind VIDAA, one of the world’s fastest-growing Smart TV operating systems. Through this partnership, The Channel Store becomes the exclusive monetization partner for video advertising inventory associated with streaming channels and VOD content distributed on the VIDAA platform in Spain.

The agreement covers the commercialization of video advertising formats across both FAST channels and on-demand content, excluding non-video advertising formats such as display. This includes premium video inventory such as pre-rolls and mid-rolls, among the most valuable advertising formats within the Connected TV ecosystem. Through The Channel Store’s advertising infrastructure and programmatic capabilities, advertisers and agencies will be able to access VIDAA audiences through a premium, brand-safe environment enhanced by advanced targeting, audience activation, and scalable programmatic buying solutions.

For advertisers, this means access to one of the fastest-growing Smart TV ecosystems in the market through a centralized monetization partner capable of aggregating premium CTV inventory while delivering greater efficiency, transparency, and campaign performance. In Spain, VIDAA powers televisions from Hisense, Toshiba, and more than 40 additional brands.

Beyond the agreement itself, the partnership reflects a broader trend across the media industry: the growing need for specialization among the different players within the audiovisual ecosystem. As FAST, AVOD, and Connected TV continue to expand, manufacturers, operating systems, platforms, content owners, and technology partners must focus on the areas where they deliver the greatest value. Audience aggregation, advertising monetization, and programmatic activation have become essential capabilities for reducing market fragmentation and building more efficient and sustainable business models.

For The Channel Store, the addition of VIDAA represents another step forward in strengthening an advertising ecosystem that already delivers more than 7 billion annual advertising opportunities. At the same time, it reinforces the company’s position as one of Europe’s leading partners in CTV distribution and monetization, connecting advertisers, platforms, and content owners through solutions designed to maximize reach, efficiency, and value in Connected TV.

As Connected TV continues to capture a growing share of advertising investment, partnerships such as this help build a more open, accessible, and sustainable ecosystem where content owners, platforms, and advertisers can grow together and unlock the full potential of streaming television.