Viant expands partnership with Tubi for CTV advertising

Viant Technology has announced an expanded partnership with Tubi, Fox Corporation’s ad-supported streaming service. The collaboration introduces an ID sync between the two platforms, enabling advertisers to reach Tubi’s audience of more than 100 million monthly active users with greater accuracy and scale.

The integration builds on Viant’s focus on outcome-driven connected TV (CTV) advertising and follows its acquisition of IRIS.TV, a provider of contextual and emotional data for streaming. Tubi’s library—comprising over 300,000 movies and TV episodes, including Tubi Originals—is now enabled with the IRIS_ID, giving advertisers programmatic access to contextual and emotional targeting at the video level.

Enhancing transparency and measurement

Tom Wolfe, Senior Vice President of Business Development, Viant: "Advertisers expect transparency along with improved performance as they continue to accelerate their CTV investments. 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 partnership also extends Viant’s ad server integration with Tubi, providing more efficient campaign delivery and attribution. The initiative highlights the role of Viant’s Direct Access program, designed to reduce reliance on intermediaries and improve addressability in CTV.

Driving advertiser outcomes

Vijay Rao, Senior Vice President of Partnerships, Tubi: "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. Tubi’s massive reach with highly engaged viewers combined with the measurable precision of Viant’s DSP can deliver more meaningful outcomes for marketers."

Viant says that by deepening publisher integrations and deploying IRIS-enabled contextual solutions, it aims to set new standards for addressable advertising in the CTV space.

www.viantinc.com

www.tubi.tv

Follow Marketing Report on LinkedIn