We are Main Street
World

New Performance-Based Connected TV Ad Platform Launches

Advertisers can now pay only for confirmed conversions through this new self-serve connected TV tool.

Updated on Oct. 26, 2026 in Advertising

Isometric editorial illustration showing an abstract television screen block aligned with stacked geometric cubes, representing a performance-based advertising system.
Affle has introduced MediasmartTV, a new self-serve connected TV advertising platform that allows businesses to pay strictly for verified consumer conversions. AI Illustration. Upload story photo >

Live Poll

Should digital advertisers only pay when a customer takes a specific action like a purchase?

Affle has launched MediasmartTV, a self-serve connected TV advertising platform that enables performance-based billing. The platform allows advertisers to pay only after a user completes a purchase or app installation.

Why it matters

The platform shifts the connected TV advertising model from traditional impression-based costs to a performance-based billing structure. This change aims to lower financial risk for advertisers by tying campaign costs directly to verifiable conversion outcomes.

Affle manages 1 trillion monthly ad opportunities in the US market, supported by a $2 billion market capitalization. The firm has built its infrastructure by acquiring 8 specialized point solutions since 2012.

The players

Affle

A Singapore-based holding company listed in India that specializes in mobile performance-based advertising.

Mediasmart DSP

An advertising platform acquired by Affle in 2020 that facilitates automated media buying.

Digital Turbine

A mobile growth platform that sold its AdColony brand and SDKs to Affle in June 2026.

The details

MediasmartTV operates by identifying households through shared Wi-Fi network signals and IP addresses to track cross-device behavior. The system integrates with e-commerce platforms like WooCommerce and Adobe Commerce to link television ad exposure to final sales. By using this tracking mechanism, advertisers are only charged when an exposed user completes a predefined action, such as an app download or a completed online purchase.

Timeline

  1. October 26, 2026: MediasmartTV launched on a Monday.

  2. June 2026: Affle purchased the AdColony brand and SDKs.

  3. 2020: Affle acquired the Mediasmart DSP.

  4. 2012: Affle began assembling its portfolio of specialized point solutions.

  5. 2005: Affle was founded.

Market Landscape

This launch marks an attempt to import mobile-native performance metrics into the connected television ecosystem. It follows a industry-wide trend toward applying the cost-per-converted-user model to media formats previously reserved for broad brand-awareness campaigns.

Advertisers should review whether their current attribution windows align with the household-level IP tracking used by the new platform. Consider auditing existing e-commerce integrations to determine if purchase-tracking capabilities are compatible with performance-based billing structures.

The takeaway

Performance-based billing provides a lower-risk entry point for television advertising, but it requires precise tracking infrastructure. Operators should monitor their conversion attribution rates to ensure they are not overpaying for audiences that may have interacted with an ad on secondary devices.

Further reading

For broader trends in digital marketing and campaign tracking, explore the Advertising section.

Source note: This article includes information reported by AdExchanger.

Live Poll

Should digital advertisers only pay when a customer takes a specific action like a purchase?