July 19, 2025, 6:53 am | Read time: 2 minutes
The computer manufacturer HP apparently wants to turn its laptops into advertising space. Internal documents suggest that ads will soon be displayed directly on the device itself. A streaming service with ad interruptions is also planned.
At least that’s what the U.S. magazine “Adweek” reports, citing internal presentations. According to these, HP wants to use its laptops and devices as a platform for personalized advertising. The manufacturer is taking cues from smart TVs, which have been delivering targeted ads to users’ living rooms for years. The exact form these ads will take is still unclear. However, the report states that the company plans to leverage extensive user data for this purpose. This likely includes information on app usage, online shopping behavior, location data, and email addresses.
How Ads Could Look on HP Laptops
The data is intended to be used to target ads not only on HP devices but also on other platforms. Microsoft and the advertising company Kargo are among the potential partners.
According to “Adweek,” HP conducted initial tests in 2024. At that time, the company tested its own ad format on its devices. Through so-called “toast” ads, its own holiday promotions were advertised in the lower right corner of the screen. In the future, external ads could also appear there. This is to be made possible by a newly established network called HP Media Network.
According to the report, the network boasts a monthly global reach of 830 million users. Approximately two million new devices are added worldwide each month. On average, HP users spend more than three hours daily on their computers, a significant portion of which is spent streaming.
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Own Streaming Service Planned
HP apparently has a solution for this as well: A proprietary, ad-supported streaming service is in the works. This will allow users to consume video and audio content on demand–interrupted by traditional ad formats like TV commercials.
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According to experts, the plans are considered to be well advanced and could set a precedent for the entire industry. HP itself has not yet commented on the plans to “Adweek.”