HP launches advertising business with device-targeted campaigns

Hewlett Packard has launched an advertising business targeting laptop users with on-device campaigns and a streaming service. According to Adweek, the tech manufacturer began pitching HP Media Network to advertisers on July 16, 2025, claiming access to 160 million monthly U.S. users across 19 million devices.

The pitch deck reveals HP's global reach extends to 830 million monthly users across more than 100 million devices worldwide. According to HP, the company adds 2 million new devices globally each month. These figures position HP as a significant player entering the competitive retail media network space.

HP Media Network sells advertisements appearing directly on HP computers and applications. The company leverages first-party data to deliver targeted campaigns through partnerships with advertising technology firms including Microsoft and Kargo.

One prominent format called "Toast" displays advertisements in the lower right corner of laptop screens. This format features brand logos, short messages, and call-to-action buttons. During a holiday campaign last year, HP's Toast format generated more than 5 million views with a 2.6% click-through rate.

According to the pitch materials, HP can target advertisements using device data including usage patterns, application activity, email addresses, purchase history, and location information. The targeting capabilities extend to identifying users who download tax preparation software or spend more than 10 hours weekly using video conferencing applications.

The average HP customer uses company devices for more than three hours daily. Desktop users dedicate significant portions of this time to streaming content, creating opportunities for HP's planned free ad-supported television service.

Streaming service integration

HP is developing a free ad-supported streaming television service according to the pitch deck. The service will include on-demand video, audio content, and various advertisement formats commonly used by other streaming platforms.

Planned advertising formats include in-stream advertisements running 6, 15, and 30 seconds. The service will also feature pause advertisements and carousel advertisements appearing on home screens above recommended content.

HP's privacy statement, updated in June 2025, outlines data collection and sharing practices for advertising purposes. According to the statement, HP processes personal data "to create, select (including measuring and improving our ad tools), and deliver certain personalized ads." The company presents advertisements on HP properties including websites, toast notifications on PCs, emails, and in-application offers.

Off-property advertising extends to third-party digital properties including open web, retail media, social media, and search engines. HP shares data with advertising partners including Microsoft, which provides Supply Side Platform services for digital marketing according to the privacy documentation.

Market positioning and competition

HP remains the second-largest personal computer manufacturer with 20% market share, trailing Lenovo's 24%. Apple controls less than 9% of the market but achieved 14% year-over-year growth during the first quarter.

According to Michael Gips, founder and managing partner at Marcy Damn and advisor to HP, device manufacturers increasingly compete for advertising dollars. "The future battle for attention will unfold where there is access to the consumer, and hardware is the entry point to any digital journey," Gips stated. He predicts increased business development activity among original equipment manufacturers, carriers, retailers, software developers, and content providers seeking upstream access to monetize digital consumers.

IAB Europe updates retail media guide for 2025 market shows retail media networks have evolved beyond experimental tactics into strategic advertising infrastructure. The comprehensive guide demonstrates how over 90% of advertisers now partner with retailers for first-party data access and purchase-path engagement.

HP's entry follows similar moves by smart television manufacturers Samsung and LG, which have built advertising businesses around their devices. According to Harry Kargman, founder and CEO of Kargo, "Kargo is constantly innovating new formats to show up in places where there is less advertising and more attention. It's exciting to watch HP lead the market in creating non-invasive native ad experiences across their massive customer base."

Technical implementation and data practices

HP's advertising platform utilizes first-party data collected through direct user interactions with company products and services. The system also incorporates third-party data obtained from external sources to improve targeting accuracy.

According to HP's privacy statement, the company may share collected data with advertising partners "so that the ads you see in our products and their products are more relevant and valuable." Personal data sharing involves hashed email identifiers for advertisement targeting and data ingestion, plus aggregated performance data for partner advertising effectiveness measurement.

The targeting system analyzes demographic information, product usage patterns, subscription status, and partner measurement data. HP receives information about user activities on advertiser and partner websites and applications, which the company compares with internal data to create audience matches.

Users can control personalized advertising through privacy settings by unchecking advertisement preferences on HP devices or applications. According to the privacy statement, users who opt out may still see contextual or general advertisements.

Industry implications

HP's advertising business launch reflects broader trends affecting hardware manufacturers. As Google enables IP address targeting with new privacy technology in 2025, device-level targeting becomes increasingly valuable for advertisers seeking alternatives to traditional tracking methods.

The timing coincides with significant retail media growth across European markets. IAB Europe releases updated retail media definitions for European markets indicates the European retail media market reached €11.1 billion in 2024, representing 22.2% growth from €9.1 billion in 2023.

HP Media Network joins an expanding ecosystem of device-based advertising platforms. Titan OS launches Titan Ads: A new marketplace for CTV Advertising demonstrates how hardware manufacturers are monetizing their user bases through integrated advertising solutions.

The launch also aligns with industry consolidation trends. Oracle exits advertising business after years of decline shows how challenging the advertising technology sector has become, with Oracle's advertising revenue falling from $2 billion in 2022 to $300 million in fiscal year 2024.

For marketing professionals, HP's entry represents another data source and targeting option in an increasingly fragmented landscape. The platform's emphasis on device-level insights could provide valuable alternatives as traditional targeting methods face privacy restrictions.

HP Media Network's success will depend on advertiser adoption and user acceptance of on-device advertising formats. The company's established hardware presence provides a foundation, but execution will determine whether HP can effectively compete against established retail media networks and advertising platforms.

Privacy and regulatory considerations

HP's advertising business operates under updated privacy policies addressing data collection, processing, and sharing practices. The company requires user consent for personalized advertising purposes, including third-party data sharing arrangements.

Users maintain control over advertisement preferences through device settings. HP's privacy statement indicates the company takes "necessary measures to ensure that personal data shared is protected in accordance with applicable laws."

The international data transfer section of HP's privacy policy addresses cross-border data movement, reflecting compliance requirements across different jurisdictions. Microsoft serves as HP's primary advertising technology partner for Supply Side Platform services.

Timeline

• July 16, 2025 - HP begins pitching advertisers on HP Media Network according to pitch deck materials 
• June 2025 - HP updates privacy statement addressing advertising data practices
• 2024 - HP uses Toast advertisement format for holiday promotions, generating 5 million views 
• 2022-2024 - Oracle exits advertising business after years of decline as revenue falls from $2 billion to $300 million 
• March 26, 2025 - IAB Europe releases updated retail media definitions for European markets 
• July 15, 2025 - European retail media partnerships extend as measurement challenges persist showing 22.1% growth

Key Terms Explained

Retail Media Networks (RMNs)

Retail media networks represent advertising platforms operated by retailers that leverage first-party customer data and purchase behavior for targeted advertising campaigns. These networks enable brands to reach consumers with high purchase intent across on-site, off-site, and in-store environments. RMNs have become essential infrastructure for commerce-driven advertising, offering advertisers access to actual purchase data rather than inferred interest signals. The European retail media market reached €11.1 billion in 2024, demonstrating the sector's rapid growth and strategic importance for both retailers and advertisers.

First-Party Data

First-party data encompasses information collected directly from customers through owned channels such as websites, mobile applications, customer service interactions, and purchase transactions. This data type provides the most accurate and privacy-compliant foundation for audience targeting and personalization strategies. Retail media networks leverage first-party purchase data to create highly targeted advertising opportunities that significantly outperform traditional demographic or interest-based targeting methods. As privacy regulations restrict third-party data usage, first-party data has become increasingly valuable for maintaining effective advertising campaigns.

Device-Level Targeting

Device-level targeting involves delivering advertisements based on specific device characteristics, usage patterns, and behavioral data collected from individual hardware units. This targeting method enables advertisers to reach users based on actual device interaction rather than estimated demographics or interests. HP's approach utilizes device data including usage patterns, application activity, email addresses, purchase history, and location information to create precise audience segments. This targeting becomes particularly valuable as traditional cookie-based tracking methods face increasing privacy restrictions and regulatory challenges.

Supply Side Platforms (SSPs)

Supply side platforms serve as technology infrastructure that enables publishers and media owners to manage, sell, and optimize their advertising inventory programmatically. SSPs connect publishers with multiple demand sources including ad exchanges, demand-side platforms, and ad networks to maximize revenue potential. In HP's case, Microsoft provides SSP services for digital marketing, facilitating the technical infrastructure required for advertising delivery and optimization. SSPs handle real-time bidding processes, yield optimization, and revenue management for publishers entering the advertising ecosystem.

Connected Television (CTV)

Connected television encompasses internet-connected television devices, smart TVs, and streaming platforms that deliver advertising through digital connections rather than traditional broadcast signals. CTV advertising combines television's visual impact and engagement with digital advertising's targeting precision and measurement capabilities. HP's planned free ad-supported streaming service represents entry into this rapidly growing advertising segment. CTV represents one of the fastest-growing advertising channels, with budgets projected to double as viewing habits shift toward streaming platforms and advertisers seek alternatives to declining linear television audiences.

Programmatic Advertising

Programmatic advertising refers to automated buying and selling of digital advertising inventory using real-time bidding technology and algorithmic decision-making. This method enables precise targeting, efficient budget allocation, and real-time optimization across multiple channels and formats. The programmatic ecosystem includes demand-side platforms, supply-side platforms, ad exchanges, and data management platforms working together to facilitate automated transactions. European programmatic advertising demonstrated robust performance with strong growth in 2025, particularly in retail media and connected television segments.

Toast Notifications

Toast notifications represent a specific advertisement format that appears as small, non-intrusive messages typically displayed in screen corners or designated areas. HP's Toast format appears in the lower right corner of laptop screens, featuring brand logos, short messages, and call-to-action buttons. This format generated more than 5 million views with a 2.6% click-through rate during HP's holiday campaign. Toast notifications provide advertisers with direct device access while maintaining user experience by avoiding full-screen interruptions or content blocking.

Original Equipment Manufacturers (OEMs)

Original equipment manufacturers design and produce hardware devices that serve as platforms for digital experiences and advertising delivery. OEMs like HP, Samsung, and LG increasingly monetize their hardware through integrated advertising solutions rather than relying solely on device sales revenue. The OEM advertising model leverages device access and user interaction data to create new revenue streams. As hardware manufacturers face competitive pressures and margin constraints, advertising presents opportunities for recurring revenue generation beyond initial device purchase transactions.

Ad-Supported Streaming

Ad-supported streaming represents content delivery models where advertising revenue subsidizes free or reduced-cost access to video, audio, and other digital content. This model enables content providers to offer services without subscription fees while generating revenue through advertising partnerships. HP's planned free ad-supported television service follows this approach, incorporating in-stream advertisements, pause advertisements, and carousel advertisements. The ad-supported streaming market continues expanding as consumers seek cost-effective entertainment options and advertisers pursue engaged audiences across connected devices.

Cross-Platform Measurement

Cross-platform measurement involves tracking and analyzing advertising campaign performance across multiple devices, channels, and media formats to provide comprehensive campaign assessment. This capability becomes increasingly important as consumer attention fragments across smartphones, tablets, computers, connected televisions, and other digital touchpoints. Effective cross-platform measurement enables advertisers to understand incremental reach, frequency management, and attribution across the complete customer journey. HP's advertising platform must integrate with existing measurement frameworks to demonstrate campaign effectiveness and compete with established advertising solutions.

Summary

Who: Hewlett Packard launches HP Media Network advertising business targeting marketing professionals and advertisers

What: Device-targeted advertising platform offering on-laptop advertisements, streaming service integration, and first-party data targeting across 160 million monthly U.S. users

When: Advertising pitch began July 16, 2025, with privacy policy updates implemented June 2025

Where: Global operation reaching 830 million monthly users across 100+ million devices, with specific focus on 160 million monthly U.S. users across 19 million devices

Why: Hardware manufacturers compete for advertising revenue as retail media sector grows 22.1% annually, with HP leveraging device access to create new revenue streams and compete against established advertising platforms