Advanced Television

Tubi launches new ad formats, tech partnerships

May 7, 2025

Tubi, Fox’s ad-supported streaming service, made a series of product and partnership announcements during IAB NewFronts in New York.

“As Tubi scales from emerging to essential, we are focused on providing ad solutions that meet the needs of brands across industries, from CPG to Auto and more, driving outcomes across the funnel so dollars can work smarter and harder when you need it most,” said Jeff Lucas, Chief Revenue Officer, Tubi. “Today is an exciting step forward as we continue to create innovative solutions for brands to connect with viewers who have significant and growing purchasing power.”

Tubi announced the following advertising offerings onstage:

New Product Launches:

  • Tubi Wrappers:  Tubi is allowing studios to reach entertainment fanatics through Tubi Wrappers. Studio advertisers can take over Tubi’s homepage to promote upcoming theatrical releases with animated backgrounds, auto-play trailers, high visibility branded UI elements and a call to action.
  • Carousels: Designed with CPG, Tech, and Auto verticals in mind, Carousel Ads enable brands to create immersive virtual showrooms or product showcases on the Tubi homepage, featuring tiles with a custom video, multiple images, and a CTA or QR Code. Viewers can scroll through the tiles to view brand imagery, product details and specific calls to action.
  • New Pause Ad Formats: Animated Pause Ads feature a sound-off, looping video background to give advertisers more creative possibilities.
  • Tubi Moments: Tubi is enhancing its content library by tagging scenes to capture the tone, sentiment and visual cues, enabling brands’ ad creative to appear in the most relevant content moments during a viewer’s journey.
  • Tubi Storefronts: In addition to the shoppable second screen storefront Tubi launched with ShopsenseAI in February, there is now a Tubi Shop with collections of goods like clothing, homegoods and more. Today, commerce-centric advertisers can start up a Tubi Storefront within the Tubi Shop in minutes.
  • Tubi Prime: Tubi Prime gives advertisers guaranteed ad placements within the most popular, brand safe content on Tubi. Through Upfront deals, advertisers can select from content lineups like Tubi Top 50 and Popular with Gen Z and guarantee placements throughout the year, bringing brands closer to conversations around pop culture.

New and Expanded Partnerships:

  • Identity: Tubi’s strategic partnership with Amazon Demand Side Platform enables in market shopper reach and closed loop measurement – leveraging Amazon’s variety of signals – for retail media advertisers.
  • Performance: Tubi is partnering with Moloco, an ad tech platform using advanced machine learning, to optimise Connected TV (CTV) advertising, driving both app installs and post-install engagement. Tubi has also integrated Kochava for Publishers providing advertisers with clear-labeled ad measurement technology, connecting ad delivery to business outcomes such as app installs, in-app engagements, website visits and conversions.
  • Vertical and Custom Solutions: Ad products and measurement partnerships tailored to bespoke solutions for specific industries—Polk from S&P Global Mobility for automotive insights, Innovid for real-time incremental reach measurement and online attribution solutions, NCS for e-commerce and in-store incremental sales lift, solutions for pharma, finance, QSR and more.

The company highlighted the ability for businesses of any size to now easily transact in a self-serve format, powered by Universal Ads, enabling small and medium sized businesses to reach their target audience. In the last year, Tubi announced integrations with FreeWheel, AudienceXpress and Fox’s AdRise platform and introduced ad products including Tubi Selects, Tubi Takeovers, Timeouts and Tubi360 to provide marketers with a variety of contextual ways to reach cord-cutters and cord-nevers.

OpenX UK partnership

Additionally, OpenX Technologies, a omnichannel supply-side platform, has announced a UK-focused partnership with Tubi that will see Tubi UK’s premium inventory available via TV by OpenX, which combines both linear and biddable CTV to provide buyers with flexibility, control, and transparency.

Building on last year’s expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain, and the UK, this new partnership with Tubi UK combines the streaming service’s machine learning that powers personalised content discovery and a low ad load experience with TV by OpenX’s transparency, flexibility, and brand safety. TV by OpenX exclusively consists of broadcast-quality, direct inventory — with no resellers, ad networks, fireplace apps, games, or UGC. This transparency ensures buyers can maximise their working media and reduce invalid traffic, leading to a 22 per cent lift in monetized impressions for publishers.

“Tubi UK continues to invest in market-leading sell-side adtech capabilities, and our partnership with OpenX is a perfect match for our UK growth strategy,” says Paul Gubbins, VP Sales and Programmatic Partnerships at Tubi. “As consumer behaviours shift rapidly, marketers need to trust that their media investments are reaching the right audiences in the right environments. This collaboration with OpenX’s dedicated EMEA team allows us to safely surface our inventory in the biddable ecosystem, unlocking new monetisation opportunities and tapping into differentiated demand through TV by OpenX.”

“With shared values around premium content, privacy, and platform integrity, Tubi and OpenX are setting a new standard for programmatic CTV in the UK,” added Joe Worswick, VP of Sales, EMEA, at OpenX. “Together, we’re giving UK advertisers exactly what they want in CTV: high-quality inventory, precise targeting, and the confidence that comes from transacting on a clean, direct supply path.”

Categories: Ads, Advertising, Articles, Broadcast, FTA, Targetted

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