As an ad-supported company, Tubi is focused on providing programming that drives viewership and engages audiences rather than what urges people to pay a subscription fee, Rotblat said. Tubi’s content recommendation engine makes the experience different for each viewer, based on their preferences.<\/p>\n

“For us, it’s about having the largest library \u2014 which we have by a long shot \u2014 and then having the best personalization,” he said. “We’re using this content intelligence not just to serve our viewers from a personalization standpoint, but also \u2026 to develop new tools, new advertising-specific opportunities both in targeting and in insights that help on the context side.”<\/p>\n

Rotblut sees Tubi as a hybrid between traditional TV that uses programming context “as a proxy for audience” and digital platforms that offer one-to-one targeting to specific consumers.<\/p>\n

“There’s a very deep and rich middle ground where context could be gained in this space that has tens and hundreds of thousands of titles,” he said, “but the genres alone often don’t provide the richness of information that advertisers and agencies need to really understand the context. This is a space where we’re taking those tools for personalization, and our content intelligence, and giving rich insights back to the advertisers.”<\/p>\n