Viant Technology, a specialist in CTV and AI-powered programmatic advertising, have announced an expanded partnership with Tubi, Foxs free ad-supported streaming service. With a new ID sync between Viant and Tubi, advertisers can reach addressable audiences – spanning more than 100 million monthly active users and over 300,000 movies and TV episodes – with greater accuracy and scale.

Viant continues to invest in outcome-driven CTV advertising, highlighted by its acquisition of IRIS.TV, a provider of contextual and emotional data for streaming. Through this partnership, Tubi’s vast collection of content is now enabled with the IRIS_ID, giving advertisers buying programmatically precise contextual and emotional targeting, activation and measurement of video-level contextual and emotional data. These capabilities enable advertisers to engage audiences at the most relevant moments in programming, driving stronger outcomes and increased demand for Tubi’s supply.

“Advertisers expect transparency along with improved performance as they continue to accelerate their CTV investments,” said Tom Wolfe, SVP of Business Development at Viant. “By combining Tubi’s extensive AV0D reach with Viant’s leadership in CTV, identity and measurement, advertisers achieve greater transparency and performance, at scale.”

This collaboration extends Viant’s ad server integration with Tubi, which ensures efficient campaign delivery and accurate attribution. This expansion demonstrates the power of Viant’s Direct Access programme, which streamlines the connections between advertisers and streaming platforms and content owners. By reducing reliance on intermediaries, Direct Access enhances addressability in CTV, ultimately helping to ensure media dollars drive stronger performance and measurable results.

“As a pioneer in ad-powered streaming, we continue to expand our partnerships with leaders like Viant to ensure advertisers can maximize the performance of their CTV campaigns,” said Vijay Rao, Senior VP of Partnerships at Tubi. “Tubi’s massive reach with highly engaged viewers combined with the measurable precision of Viant’s DSP can deliver more meaningful outcomes for marketers.”

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Categories: Advertising, Articles, Targetted

Tags: advertising, Fox, Tubi, Viant