Viant, Tubi Expand Partnership to Drive Performance in CTV
By deepening publisher integrations through Direct Access and driving adoption of IRIS-enabled contextual solutions, Viant is helping define the future of addressable advertising in CTV.
Topics
Viant Technology Inc., a company specialising in CTV and AI-driven programmatic advertising, has announced an expanded partnership with Tubi, Fox Corporation’s free ad-supported streaming service.
With a new ID sync between Viant and Tubi, which offers Hollywood collection, thousands of creator-led stories and hundreds of Tubi Originals, advertisers can reach addressable audiences—spanning more than 100 million monthly active users and over 300,000 movies and TV episodes—with accuracy and scale.
Viant continues to invest in outcome-driven CTV advertising, highlighted by its acquisition of IRIS.TV, a provider of contextual and emotional data for streaming.
In addition to the integration with Viant, Tubi’s collection of content is now enabled with the IRIS_ID, giving advertisers buying programmatically precise contextual and emotional targeting, activation and measurement of video-level contextual and emotional data.
These capabilities enable advertisers to engage audiences at the most relevant moments in premium programming, driving stronger outcomes and increased demand for Tubi’s supply.
ALSO READ: Viant, AdTegral Partner to Activate SMB Agencies and Brands
“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.”
This collaboration builds on Viant’s ad server integration with Tubi, ensuring efficient campaign delivery and precise attribution. The expansion highlights Viant’s Direct Access program, which simplifies connections between advertisers and major streaming platforms and content owners.
By reducing reliance on intermediaries, Direct Access enhances addressability in CTV, ultimately helping to ensure media dollars drive stronger performance and measurable results.
“As a pioneer in ad-powered streaming, we continue to expand our partnerships with leaders like Viant to ensure advertisers can maximise 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 publisher integrations through Direct Access and driving adoption of IRIS-enabled contextual solutions, Viant is helping define the future of addressable advertising in CTV.
ALSO READ: PubMatic Brings Programmatic Access to Tubi’s CTV Inventory
