Bouygues Telecom and Equativ partner to strengthen CTV advertising in France

Thanks to this partnership, brands can access a premium, 100% TV inventory, offering:

• Exclusive broadcasting on TV screens, at the heart of the user experience,
• Native advertising formats adapted to the TV interface, for harmonious and impactful integration,
• Precise targeting, based on Bouygues Telecom’s proprietary socio-demographic segments.

The rise of Connected TV (CTV) has changed usage patterns, with an increase in time spent on TV interfaces. This opens the way for innovative display and video formats, reinforced by Equativ’s CTV ecosystem, which shows record growth of 50% in the first half of 2025 thanks to its synergies with partner TV OS.

Bouygues Telecom’s first-party targeting combined with the ACR (Automatic Content Recognition) segments of TV OS allows for optimizing the reach and relevance of CTV advertising campaigns in the French market.

The integration of a TV Box player like Bouygues Telecom is a key strategic advantage:

• • It allows reaching households that are difficult to expose solely via smart TVs,
  • It ensures consistent national coverage for advertising campaigns.

Bouygues Telecom thus becomes the second major French operator to entrust the commercialization of its CTV inventories to Equativ, after Deutsche Telekom.