Sunday, October 05, 2025
Viant Technology Inc., a leader in CTV and AI-powered programmatic advertising, has announced the expansion of its partnership with Tubi, Fox Corporation’s free ad-supported streaming service. The collaboration introduces a new ID sync between Viant and Tubi, enabling advertisers to connect with addressable audiences across more than 100 million monthly active users and a content library of over 300,000 movies and TV episodes—including the world’s largest Hollywood collection, thousands of creator-led stories, and hundreds of Tubi Originals.
This deeper partnership underscores Viant’s commitment to outcome-driven CTV advertising. The company recently strengthened its portfolio by acquiring IRIS.TV, a leader in contextual and emotional data for streaming. With this integration, Tubi’s expansive content library is now IRIS_ID-enabled, allowing advertisers to buy programmatically with precise contextual and emotional targeting. Marketers can also activate and measure campaigns based on video-level contextual and emotional insights, giving them the ability to engage audiences during the most relevant and impactful viewing moments. This approach drives stronger outcomes while fueling greater demand for Tubi’s ad inventory.
Tom Wolfe, SVP of Business Development at Viant, emphasized the value of this partnership, stating: “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 collaboration also extends Viant’s ad server integration with Tubi, ensuring efficient campaign delivery and more accurate attribution. By streamlining the way advertisers connect with top-tier streaming platforms and premium content providers, Viant’s Direct Access program reduces reliance on intermediaries. This not only boosts efficiency but also enhances addressability in CTV, helping advertisers ensure that their media investments deliver measurable results.
Vijay Rao, Senior VP of Partnerships at Tubi, added: “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.”
By deepening publisher integrations through Direct Access and accelerating adoption of IRIS-enabled contextual solutions, Viant is shaping the future of addressable CTV advertising. This partnership represents a major step forward in uniting premium content, advanced AI, and identity-powered measurement to deliver better performance for advertisers across the rapidly growing CTV ecosystem.
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