Viant Technology Inc., a leader in connected television (CTV) and AI-powered programmatic advertising, has announced an expanded partnership with Tubi, Fox Corporation’s free ad-supported streaming service. This collaboration introduces a powerful ID sync, enabling advertisers to target Tubi’s over 100 million monthly active users across 300,000 movies and TV episodes with enhanced precision and scale.
Viant and Tubi expand partnership to enhance CTV advertising.
New ID sync improves targeting for Tubi’s 100M+ monthly users.
Integration with IRIS.TV enables precise contextual targeting.
Viant’s Direct Access program streamlines campaign delivery.
Partnership drives transparency and performance in CTV ads.
Tubi’s vast content library boosts advertiser reach and engagement.
The new ID sync between Viant and Tubi allows advertisers to reach addressable audiences with greater accuracy. Tubi’s extensive library, including Hollywood classics, creator-led stories, and Tubi Originals, provides a rich platform for advertisers. By leveraging Viant’s expertise in CTV, identity, and measurement, this partnership ensures campaigns achieve superior transparency and performance. “By combining Tubi’s extensive AVOD reach with Viant’s leadership in CTV, identity and measurement, advertisers achieve greater transparency and performance, at scale,” said Tom Wolfe, SVP of Business Development at Viant.
Viant’s recent acquisition of IRIS.TV enhances this partnership by integrating IRIS_ID into Tubi’s content library. This enables advertisers to utilize video-level contextual and emotional data for precise targeting and measurement. Advertisers can now engage audiences during the most relevant moments in premium programming, driving stronger campaign outcomes and increasing demand for Tubi’s inventory. This integration underscores Viant’s commitment to outcome-driven CTV advertising.
Viant’s Direct Access program further strengthens this collaboration by streamlining connections between advertisers and Tubi. This ad server integration ensures efficient campaign delivery and accurate attribution, reducing reliance on intermediaries. The program enhances addressability in CTV, helping advertisers achieve measurable results. “Advertisers expect transparency along with improved performance as they continue to accelerate their CTV investments,” said Tom Wolfe, SVP of Business Development at Viant.
Tubi’s massive reach and engaged viewer base make it a key player in ad-supported streaming. “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. This partnership combines Tubi’s scale with Viant’s AI-driven demand-side platform (DSP) to deliver meaningful outcomes for marketers.
Viant’s deepened integration with Tubi and adoption of IRIS-enabled solutions position it as a leader in defining the future of addressable CTV advertising. By combining cutting-edge technology with Tubi’s expansive content library, this partnership empowers advertisers to achieve their goals with unmatched precision and efficiency.
Viant Technology Inc. (NASDAQ: DSP) is a leader in CTV and AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant’s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group’s AI Excellence Award. Learn more at viantinc.com.
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