Determining which OS to put on TV devices is usually thought of as the OEM’s (original equipment manufacturers) choice, but retailers also have a commercial interest in this decision, explains Chris Kleinschmidt, VP, Advertising Sales, EMEA at TiVo Ads.
“There’s a real triangle of synergies between the OS, the retailer and the TV manufacturer in making sure the economics actually work out, because if any of those fall apart, you don’t have a thriving ecosystem,” says Kleinschmidt.
In this interview, Kleinschmidt explores the implications for retail media, the tendency for operating systems to act like walled gardens, and what an open CTV ecosystem looks like in practice. Filmed at New Video Frontiers 2026.
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