Published on: April 9, 2026
TCL Electronics’ internet services arm, TCL FFalcon, has entered into a strategic partnership with Affinity Global to strengthen programmatic advertising capabilities across its Smart TV ecosystem in more than 160 countries.
Under this collaboration, Affinity will act as a key demand partner, enabling brands worldwide to access TCL’s advertising inventory across regions including Europe, the United States, Asia-Pacific, and Latin America. The move comes amid rapid growth in the connected TV (CTV) segment, as advertisers increasingly shift budgets toward digital video and streaming platforms.
By integrating with TCL’s Smart TV interface and content ecosystem, Affinity will facilitate the flow of premium advertising demand into the platform. This enables brands to reach highly engaged audiences through streaming environments, further enhancing the value of TCL’s inventory while strengthening Affinity’s role in the evolving CTV landscape.
The partnership is built on programmatic infrastructure that supports automated, auction-based ad buying. This allows media buyers to gain real-time control over campaign placement, ensuring transparency and efficiency. TCL’s inventory will be accessible through programmatic deals across its AVOD (Advertising Video On Demand) and FAST (Free Ad-Supported Streaming TV) offerings, providing brands with scalable and brand-safe advertising opportunities.
“Through this partnership, brands will now gain access to TCL’s premium touchpoints, paired with Affinity’s creative intelligence and AI-powered optimization,”
“This partnership marks a defining moment for performance-driven advertising on connected TV.” added Bharat Sharma, Chief Operating Officer at Affinity Global. “Together, TCL and Affinity bring the scale, technology, and creative expertise to deliver advertising experiences that are genuinely useful to viewers and genuinely effective for brands. We’re not just reaching audiences – we’re reaching the right ones, in the right context, with measurable results.”
The alliance significantly broadens advertiser reach within TCL’s ecosystem, offering multiple engagement points—from home screen placements to premium in-stream video formats. This range of touchpoints allows brands to deliver impactful campaigns across millions of households globally.
“At TCL, we are committed to building a world-class smart TV ecosystem,” said Rebecca Wan, Head of BD at TCL FFalcon. “Partnering with Affinity brings strong global demand and programmatic expertise to our platform, allowing us to unlock new monetization opportunities across our growing AVOD and FAST channels while maintaining a premium, seamless viewing experience for our users.”
By combining TCL’s hardware capabilities with Affinity’s AI-driven advertising solutions, the partnership aims to deliver high-impact, non-intrusive ad experiences that enhance viewer engagement while driving measurable outcomes for brands.
Looking ahead, both companies aim to continue innovating at the intersection of technology and advertising, shaping the future of the connected TV ecosystem and delivering long-term value to advertisers, publishers, and audiences worldwide.
Read more: PromotEdge Marks 11-Year Milestone with Global Expansion and New Platform Ventures
