What's Happening?
Adtech company StackAdapt has announced a direct integration with Tubi, a free ad-supported streaming service, to bring Tubi's video ad inventory into StackAdapt's demand-side platform. This partnership allows advertisers to purchase ads directly through
StackAdapt to be displayed on Tubi's content, which includes Hollywood movies, TV shows, creator-led stories, and Tubi Originals. Tubi claims to have over 100 million monthly active users. The integration is similar to a recent collaboration between Netflix and Amazon Ads, where Netflix ad inventory became available in Amazon's DSP. Vijay Rao, Senior Vice President of Partnerships at Tubi, stated that the deal enables Tubi to leverage StackAdapt's diversified demand footprint, which spans holding companies, mid-market independent agencies, and small to medium-sized businesses, ultimately driving greater yield and attracting a wider mix of advertisers.
Why It's Important?
This integration is significant as it enhances Tubi's ability to attract a broader range of advertisers, potentially increasing its revenue and improving the viewing experience for its users. By tapping into StackAdapt's diverse demand footprint, Tubi can access a wider array of advertising clients, including large holding companies and smaller independent agencies. This move reflects a growing trend in the streaming industry where platforms are seeking partnerships to optimize ad sales and expand their reach. For advertisers, this provides a new avenue to target Tubi's substantial user base, which could lead to more effective ad campaigns and better engagement with audiences. The partnership also highlights the competitive landscape in ad-supported streaming services, as companies like Tubi and Netflix seek innovative ways to monetize their platforms.
What's Next?
As Tubi integrates with StackAdapt, advertisers may begin to explore new strategies to leverage this partnership for targeted ad campaigns. The success of this integration could prompt other streaming services to consider similar partnerships to enhance their advertising capabilities. Additionally, Tubi may continue to expand its content offerings to attract more viewers and advertisers, further solidifying its position in the ad-supported streaming market. Stakeholders in the advertising industry will likely monitor the outcomes of this integration to assess its impact on ad performance and viewer engagement.
Beyond the Headlines
The integration between Tubi and StackAdapt may have broader implications for the streaming industry, particularly in how ad-supported models are evolving. As more streaming services adopt similar strategies, there could be a shift in how content is monetized, potentially leading to more personalized and targeted advertising experiences for viewers. This could also influence the types of content produced, as platforms seek to align their offerings with advertiser interests and viewer preferences.
