Viant Technology Inc. (NASDAQ: DSP), a leader in AI-powered programmatic advertising for connected TV (CTV), has expanded its partnership with Tubi, Fox Corporation’s free ad-supported streaming platform. The collaboration introduces a new ID sync between Viant and Tubi, enabling advertisers to reach over 100 million monthly active users and leverage Tubi’s 300,000+ movies and TV episodes with greater precision and scale.
“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.”
Contextual and Emotional Targeting Hits Prime Time
The expanded partnership also incorporates Viant’s recent acquisition of IRIS.TV, a platform that provides contextual and emotional data for streaming content. Through the IRIS_ID, advertisers can now activate programmatic campaigns with precise contextual and emotional targeting, measuring engagement at the video level. This capability ensures that ads reach audiences at the most relevant moments in premium programming, boosting performance and driving demand for Tubi’s inventory.
Direct Access Streamlines CTV Campaigns
Viant’s Direct Access program further enhances this partnership by integrating its ad server directly with Tubi. This reduces reliance on intermediaries, ensures efficient campaign delivery, and provides accurate attribution. By deepening publisher integrations, Direct Access improves addressability in CTV, helping advertisers optimize media spend and measurable outcomes.
“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, 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.”
Market Implications
With CTV ad spending projected to accelerate globally, Viant’s expanded capabilities signal a shift toward identity-driven, contextually intelligent advertising. Platforms that combine scale, transparency, and emotional insight may soon define the standard for programmatic CTV campaigns, giving advertisers more control and measurable ROI than traditional AVOD buys.
