In a strategic collaboration aimed at enhancing the effectiveness of connected TV advertising, Viant Technology has announced a significant expansion of its partnership with Tubi, Fox Corporation’s popular free ad-supported streaming service. This deepened alliance is set to provide advertisers with more accurate and scalable ways to reach addressable audiences across Tubi’s massive and rapidly growing platform.
At the heart of this enhanced partnership is a new, powerful identity sync between Viant’s AI-powered programmatic platform and Tubi. This technical integration allows advertisers to more precisely target specific audience segments within Tubi’s vast user base, which now exceeds 100 million monthly active users engaging with a content library of over 300,000 movies and TV episodes.
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Adding another layer of sophistication to the partnership is Viant’s recent strategic acquisition of IRIS.TV, a leader in contextual and emotional data for streaming video. As a result, Tubi’s extensive content library is now enabled with the IRIS_ID, a universal content identifier. This gives advertisers using Viant’s platform the ability to perform precise contextual targeting at the video level, activating campaigns based on the specific content or even the emotional tone of a scene. This capability enables brands to engage audiences at the most relevant moments in their viewing experience, driving stronger campaign outcomes and increasing the value of Tubi’s inventory.
“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 AVOD reach with Viant’s leadership in CTV, identity and measurement, advertisers achieve greater transparency and performance, at scale.”
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This collaboration builds upon an existing ad server integration that ensures efficient campaign delivery and accurate attribution. It is also a key demonstration of Viant’s Direct Access program, a strategic initiative designed to forge more streamlined connections between advertisers and the world’s largest streaming content owners. By reducing the reliance on intermediaries in the ad tech supply chain, the Direct Access program enhances addressability in the CTV environment, ensuring that a greater portion of media dollars is directed toward driving measurable performance.
“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.”
By deepening these direct publisher integrations and championing the adoption of advanced contextual solutions, Viant is actively working to define the next generation of addressable advertising in the connected TV space, making it more intelligent, transparent, and results-oriented.
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