April 15, 2020
With tens of millions of its viewers consuming ad-supported video-on-demand content, Tubi wants a better picture who its users are.
Tubi, which is owned by Fox Corp., is partnering with TransUnion to enhance the way consumers engage and interact with content platforms.
The partnership enables Tubi to deliver curated content and viewer experiences by establishing a more “enriched view” of individuals and households. Tubi hopes the pact will advertisers “seamlessly bridge” the gap between individual and household, and deliver a more personalized ad experience alongside the content.
“The integration of TransUnion data assets can help companies connect the dots to gain a more comprehensive understanding of today’s consumer and reach them with confidence – especially as they move and consume content in new ways,” Matt Spiegel, EVP of marketing solutions and media vertical at TransUnion, said in a statement.
Spiegel said the decline of third-party cookies combined with changing media consumption habits, alternative identifiers such as home IP address are imperative for building a strong foundation of individual-level identity and reaching consumers on devices like connected TVs.
Mark Rotblat, chief revenue officer at Tubi, said the partnership will help the platform create more informed audience targeting and media strategies to identify the best types of content and connect that to relevant messaging for viewers.
By creating a linkage from a device ID, Tubi said it can draw insights around consumer preference and deliver better content personalization and recommendations for users.
“Incorporating this information often results in better performing campaigns and more engaged viewers,” Rotblat said. “Tubi’s strength is in the data surrounding content viewing behavior.”