Connected TV and AI-fueled programmatic advertising specialist Viant Technology Inc. has expanded its relationship with Fox Corporation’s free ad-supported streaming television (FAST) channel platform, bringing advertisers seeking addressable opportunities with new windows for reaching specific consumers.
At the center of the partnership is ID sync capabilities, bringing advertisers access to both creator-led stories and Tubi Originals. This provides the “greater accuracy and scale” that has made FAST channels the pretty new girl in the class, at the expense of legacy linear media absent of any platform that can capture digital dollars.
In addition to the integration with Viant, Tubi’s 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, Viant says, driving stronger outcomes and increased demand for Tubi’s supply. “Advertisers expect transparency along with improved performance as they continue to accelerate their CTV investments,” adds 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.”
The agreement also extends Viant’s ad server integration with Tubi.
— RBR+TVBR West Coast Bureau
