Tubi hopes emotional context can drive demand for streaming’s long tail

Advertisers are spoiled for choice in the CTV market. It’s good news for buyers, but the sheer quantity of supply makes it difficult for streaming players to get their share of ad spend.

A deepening alliance between free ad-supported TV (FAST) platform Tubi and DSP provider Viant provides a window into efforts by ad tech firms and streamers to prime the pump.

Tubi is working with IRIS.TV, a contextual targeting company acquired by Viant last November, to tag much of its on-demand content for emotional or thematic content, using categories like “joyful” or “travel.” The idea is that advertisers will be able to invest, at a more granular level, against inventory that is suitable for their brands and avoid TV that isn’t. 

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