Tech giant unveils new media arm, monetising devices with targeted laptop-based advertising formats.
Reported by Adweek, HP is launching an advertising business, aiming to monetise its vast device footprint through a new unit called HP Media Network. The initiative will serve ads on HP’s laptops and apps, using first-party data and tailored formats such as “Toast” ads, which appear on screens’ bottom corners.
The firm claims to reach 160 million monthly users in the US and 830 million globally.
HP also plans to debut a free, ad-supported streaming service featuring video, audio, and carousel formats. The move mirrors strategies by smart TV makers like Samsung. HP, the world’s second-largest PC manufacturer, is working with adtech firms including Microsoft and Kargo to deliver these campaigns.
Editor’s Opinion: As advertising increasingly infiltrates personal devices, privacy advocates and everyday users are likely to raise concerns over intrusive targeting and data usage. The prospect of ads appearing on laptops—traditionally considered ad-free workspaces—could be viewed as disruptive and unwelcome. Critics argue that monetising devices post-purchase undermines the user experience, especially when consumers are not given clear opt-out options. With trust in tech firms already under scrutiny, HP risks alienating its customer base if the balance between utility and monetisation is not carefully maintained.
