Digital ad software company Viant Technology Inc. and Fox Corp.’s free ad-supported streaming service Tubi have stepped up their tech-driven efforts to sell more ads online.
It’s all a part of “programmatic advertising”—the automated way brands buy and place digital ads across websites, streaming TV, mobile apps and other online platforms.
“Simply put, marketers can now align their brands with emotionally resonant content—placing their ads alongside the stories that drive impact and deliver performance,” Viant’s chief marketing officer, Jon Schulz, told the Business Journal on Oct. 3.
This integration refines targeting and measurement across streaming and Connected TV (CTV), where cord-cutting audiences are increasingly spending their time as they move away from traditional television. CTV refers to any TV that can connect to the internet and stream online video content, including smart TVs or televisions equipped with streaming devices such as an Amazon Fire TV Stick or Roku.
Viant’s (Nasdaq: DSP) partnership with Tubi allows advertisers to deliver targeted ads through a powerful new data integration between the two companies known as “ID Sync.”
“By enriching Tubi’s massive on-demand footprint of over 300,000 premium movies and TV episodes with Viant’s leading CTV addressability, contextual targeting, and measurement solutions, we’re delivering greater precision, performance, and scale to our clients,” Schulz said.
That gives advertisers more precise ways to reach what are called “addressable audiences” across Tubi’s 100 million monthly active users.
“This partnership is a major win for our advertisers,” said Schulz.
Personalized, Data-Based Ads
Advertisers can create personalized ads based on collected data that can be sent with precision to relevant audience seg-ments.
The key difference between traditional advertising and addressable advertising is that the latter focuses on a more tailored approach that aligns marketing efforts with consumer needs. This allows brands to reach audiences who are more likely to be in-market, while ensuring viewers receive ads that are relevant, timely and actionable.
Tubi offers more than 300,000 movies and TV episodes, including a growing slate of Tubi Originals. The Viant-Tubi expansion builds on the previous partnership between the two companies.
Financial details were not disclosed.
Earlier this year, Viant acquired IRIS.TV, the leading provider of contextual and emotional data for streaming. Through the new integration, 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.
This allows brands to programmatically activate campaigns based on what’s happening inside the content itself, creating more relevant and effective ad experiences across streaming.
The collaboration extends Viant’s ad server integration with Tubi, delivering greater campaign efficiency, improved targeting precision and robust measurement.
It also highlights Viant’s Direct Access program, which builds strategic partnerships with the leading streaming platforms to provide advertisers with direct, data-enriched access to premium inventory—ensuring transparency, scale and stronger performance across CTV.
Viant said on Aug. 11 that second-quarter revenue was $77.9 million, up 18% from the same period a year earlier.
Shares in the company, which went public in 2021, were trading at $8.65 apiece on Oct. 6 for a market cap of $545 million, close to the 52-week low of $8.19 set on Oct. 1.
