Viant Technology has expanded its relationship with Fox Corporation’s free ad-supported streaming television (FAST) service Tubi, rolling out new tools that aim to improve targeting and measurement across connected television campaigns.
This week, Viant said the integration introduces a powerful ID sync between Viant and Tubi, giving advertisers more-precise ways to reach addressable audiences across Tubi’s 100 million monthly active users. Tubi offers more than 300,000 movies and TV episodes, including a growing slate of Tubi Originals.
The announcement builds on Viant’s push into outcome-driven connected TV advertising. Earlier this year, the company acquired IRIS.TV, a data provider specializing in contextual and emotional signals. Through the new arrangement, Tubi’s library of Hollywood titles, originals and creator-led content is now enabled with the IRIS_ID, allowing advertisers to programmatically activate video-level contextual and emotional data.
Executives said the tools give marketers the ability to place messages at more-relevant moments in premium programming, driving stronger outcomes while boosting demand for Tubi’s ad inventory.
“Advertisers expect transparency along with improved performance as they continue to accelerate their CTV investments,” Tom Wolfe, the Senior Vice President of Business Development at Viant, said in a statement. “By combining Tubi’s extensive AVOD reach with Viant’s leadership in CTV, identity and measurement, advertisers achieve greater transparency and performance, at scale.”
The collaboration extends Viant’s ad server integration with Tubi, ensuring more-efficient campaign delivery and accurate attribution. It also showcases Viant’s Direct Access program, which streamlines connections between advertisers and major streaming platforms. By cutting down on intermediaries, Direct Access is positioned to improve addressability in CTV and help ensure ad spend translates into measurable results.
Tubi executives said the integration continues the platform’s strategy of deepening advertiser relationships through technology partnerships.
“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, the Senior Vice President 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.”
