What's Happening?
Adtech company StackAdapt has announced a new integration with Tubi, a free ad-supported streaming service, allowing advertisers to purchase video ad inventory directly through StackAdapt's demand-side
platform. This move follows a similar partnership between Netflix and Amazon Ads, which recently made Netflix ad inventory available on Amazon's DSP. Tubi, known for its diverse content including Hollywood movies, TV shows, and Tubi Originals, boasts over 100 million monthly active users. The integration is designed to leverage StackAdapt's broad demand footprint, which includes holding companies, mid-market independent agencies, and small to medium-sized businesses (SMBs). According to Vijay Rao, Tubi's Senior Vice President of Partnerships, this collaboration aims to drive greater yield, attract a wider mix of advertisers, and enhance the viewing experience for Tubi's audience.
Why It's Important?
This integration is significant as it represents a growing trend in the streaming industry where platforms are seeking to diversify their advertising strategies and reach. By partnering with StackAdapt, Tubi can tap into a wider array of advertisers, potentially increasing its ad revenue and enhancing its competitive edge in the crowded streaming market. For advertisers, this offers a streamlined process to access Tubi's extensive user base, providing opportunities for targeted advertising and improved campaign performance. The move also reflects a broader industry shift towards integrating streaming services with demand-side platforms, as seen with the recent Netflix and Amazon Ads partnership, indicating a potential new standard in digital advertising strategies.
What's Next?
As the integration rolls out, advertisers are likely to explore the new opportunities presented by Tubi's ad inventory on StackAdapt's platform. This could lead to increased competition among advertisers seeking to capitalize on Tubi's large and diverse audience. Additionally, other streaming services may follow suit, seeking similar partnerships to enhance their advertising capabilities and revenue streams. The success of this integration could influence future collaborations between streaming platforms and adtech companies, potentially reshaping the landscape of digital advertising in the streaming industry.
