Yahoo and Tubi Partner To Streamline CTV Planning & Buying

Yahoo today announced the expansion of its partnership with Tubi, Fox Entertainment’s ad-supported video-on-demand (AVOD) service, “bringing incremental efficiencies to the planning and buying of CTV,” it says. Building on Yahoo and Tubi’s supply-side (SSP) relationship, the expansion offers Yahoo DSP advertisers direct access to Tubi’s unmatched AVOD content library, making it easier to plan and buy CTV.

“We’ve seen a significant increase in streaming throughout the past year – with ad-supported content, in particular, generating incredible growth,” said Iván Markman, Yahoo chief business officer. “With the future in mind, our partnership with Tubi gives CTV buyers the tools, inventory, and audiences necessary to execute successful and strategic CTV campaigns and drive meaningful growth.”

Yahoo DSP customers will now have a direct connection to Tubi’s streaming inventory, providing CTV buyers more competitive auction efficiency, advertiser-specific private deal capabilities such as programmatic guaranteed, advanced reporting capabilities, and increased transparency across Tubi buys.

Yahoo says the partnership “takes advantage of Yahoo’s unified advertising technology stack, which facilitates both buy and sell-side capabilities as well as an exchange — all tightly integrated to work better together. As an end-to-end, full-stack technology partner, Yahoo can uniquely support publishers and advertisers in unlocking the full value of their content and marketing — all while putting consumer experiences first.”

“As consumers continue to shift viewership to streaming, partnering with demand-side platforms like Yahoo will enable advertisers to buy Tubi inventory more effectively, while maximizing campaign performance across their preferred buying mode,” said Mark Rotblat, Tubi chief revenue officer. “We are proud to empower advertisers with these capabilities and deliver valuable connections with our in-demand audiences.”

“The acceleration of CTV introduces greater flexibility into the way advertisers buy streaming media and deliver audience engagement,” said Lisa Herdman, SVP/executive director of strategic investment at RPA. “It’s great to see companies like Tubi and Yahoo come together, enabling us to reach engaged audiences at scale as part of our omnichannel campaigns.”

“CTV viewership surged over the last year, driven by evolving consumer behavior and the demand for streaming inventory,” said Jacob Lustig, vice president, media innovation and analytics at Klick Health. “As we work to meet our life sciences clients’ audiences wherever they are, partners like Tubi and Yahoo are able to connect our CTV spend to other mediums, giving us more holistic omnichannel planning and insights.”