By: Ben Munson

Tubi, an ad-supported streaming service owned by Fox, has reached a deal with LiveRamp to use the tech vendor’s Authenticated Traffic Solution to build addressable audiences.

Tubi said its new deal with LiveRamp will allow for addressability on all OTT devices while maintaining the ability to reach a large percentage of first-party audiences. When consumers sign up for a free Tubi account, they opt into Tubi’s personalization engines which provide personalized recommendations around what to watch. This in turn provides brands with first-party data while maintaining transparency with consumers.

For advertisers, the ATS solution also allows for the creation of an addressable Tubi audience and lets brands target people-based audiences with increased addressable reach…read more.

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