The partnership intends to give advertisers a single buying route with standardized CTV formats, along with tools that improves reach, audience de-duplication and frequency cappings, the firms said. The partnership is remarkable because, up until now, Titan and TiVo have competed in Europe for market share with their respective streaming TV operating systems. Both license their software to third-party smart TV and streaming device manufacturers, with Titan-powered and TiVo-powered TVs widely available to purchase on the continent. The two will continue to compete for streaming market share, while also working together to strengthen each other's advertising businesses. Specifically, Titan Advertising will sell inventory against TiVo devices and services in several European countries — France, Germany, Spain and Italy — while both companies work collaboratively to sell each other's inventory on Titan and TiVo-powered TVs in the United Kingdom.