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Affle Launches Self-Serve Connected TV Advertising Platform

The new MediasmartTV platform allows advertisers to track conversions across connected television devices.

Updated on Oct. 26, 2026 in Advertising

Isometric editorial illustration of a geometric antenna sculpture with connected data links, symbolizing television advertising attribution.
Affle has launched MediasmartTV, a self-serve advertising platform that allows agencies to track consumer conversions through connected television devices. AI Illustration. Upload story photo >

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Affle has officially launched MediasmartTV, a new self-serve connected TV advertising platform integrated into its existing Mediasmart DSP. This tool aims to bring performance-based marketing models into the television space.

Why it matters

By applying a cost-per-converted-user model to connected TV, Affle intends to provide agencies with more direct attribution for their television advertising investments. This move supports the company's broader strategy to expand its reach within the United States market.

Affle reports more than 1 trillion monthly connected TV ad opportunities available within the US market. The company currently holds an estimated $2 billion market capitalization.

The players

Affle

Affle is a global holding company based in Singapore that specializes in mobile-first and performance-based marketing solutions.

Mediasmart DSP

Mediasmart DSP is a demand-side advertising platform acquired by Affle to facilitate programmatic ad buying and audience targeting.

Digital Turbine

Digital Turbine is an advertising and software company that sold its AdColony brand and SDKs to Affle.

The details

The platform functions by tracking IP addresses and device signals on shared Wi-Fi networks to link television exposure to subsequent consumer actions. Advertisers are only charged once a user completes a purchase or app installation, with tracking support provided through integrations with Adobe Commerce and WooCommerce.

Timeline

  1. Affle was founded in 2005.

  2. The company began acquiring point solutions in 2012.

  3. Affle acquired the Mediasmart DSP in 2020.

  4. AdColony brand and SDK assets were purchased in June 2026.

  5. MediasmartTV launched on October 26, 2026.

Market Landscape

This launch represents a strategic evolution of the Mediasmart DSP, positioning the platform to compete more aggressively in the connected TV sector. By scaling its performance-based model, Affle aims to capture a larger share of independent agency spend in the US.

Advertisers and agencies can expect a shift toward performance-based billing when running campaigns through the new platform. Consumers may notice more targeted advertisements on their connected TV devices as brands leverage improved household tracking technology.

The takeaway

Affle is successfully transitioning its mobile advertising expertise into the high-growth connected TV market. Agencies looking to justify television ad spend may benefit from the platform's focus on verifiable user conversions.

Further reading

For more on shifts in the industry, visit the Advertising section.

Source note: This article includes information reported by AdExchanger.

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