Tubi Oct. 13 announced it has integrated FreeWheel’s Beeswax software into its proprietary ad technology. As a result, Tubi and Beeswax’s mutual advertising clients will be able programmatically acquire incremental inventory and extend audience reach in one workflow. The adoption also allows Beeswax customers access to Tubi’s first-party data in real time. Since its technology integration with Beeswax, Tubi said it has experienced a 307% increase in month-over-month spend from Beeswax ad buyers.
Fox Entertainment-owned Tubi is targeting $1 billion in ad revenue by 2023, including more than $700 million this year.
“Our partnership with FreeWheel has allowed us to optimize our inventory and extend our connection to Beeswax customers,” Mark Rotblat, chief revenue officer of Tubi, said in a statement.
Continuing to bolster its ad tech leadership position among ad-supported video-on-demand services, Tubi has created a marketplace for brands and agencies by providing access on more than 25 media devices offering the service.
The Beeswax technology further complements Tubi’s adoption last year of LiveRamp’s Authenticated Traffic Solution. At the time of the integration, Tubi was the first free, ad-supported online streaming service in the U.S. to directly connect authenticated inventory with advertiser demand. Tubi’s collaboration with LiveRamp allowed for addressability on all OTT video devices and maintains the ability to reach a large percentage of first-party audiences.