If Tubi wasn’t already growing fast enough under its own steam, growing support from integration partners could help the streaming TV service expand even farther.<\/p>\n
This month, Yahoo announced<\/a> Tubi is extending its use of Yahoo’s supply-side ad software (SSP) to also connect with its demand-side platform (DSP).<\/p>\n As Iv\u00e1n Markman, chief business officer of Yahoo, explains in this video interview with Beet.TV, that means Yahoo ad buyers now have access to one of the biggest connected TV destinations.<\/p>\n “They’ve been leveraging our SSP for about three years,” Markman says.<\/p>\n “Advertisers and agencies can now access the high-growth inventory and engagement opportunities that Tubi has to offer in those ways, above and beyond the ways that they have been able to access them in our exchange.<\/p>\n “We are lighting up a unique set of capabilities in our DSP to enable advertisers and agencies to access supply in unique ways and better ways.<\/p>\n “Programmatic guaranteed deals reporting and planning gets amplified within the DSP.<\/p>\n “A result of that for Tubi is to drive greater growth as they can transact.”<\/p>\n Now owned by Fox, Tubi has been on a tear.<\/p>\n Reportedly<\/a>, usage has doubled in the last year, whilst upfront commitments have tripled.<\/p>\n Now Fox wants to spend even more on streaming TV.<\/p>\n Fox Corp.\u2019s streamers will get a cash boost in the coming year as the media company looks to lean further into its growing portfolio of ad-supported and subscription streaming services like Tubi. https:\/\/t.co\/nmCvI5T1UQ<\/a><\/p>\n — Adweek (@Adweek) August 4, 2021<\/a><\/p><\/blockquote>\nExpanded partnership<\/h2>\n
From cathode-ray to Tubi<\/h2>\n
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