CTV ad tech business Titan OS today announced it has secured a deal granting it exclusive access to ad-supported streaming service Tubi’s ad inventory in the UK. The deal covers pre-roll and mid-roll inventory on the Fox Corp-owned service, which launched in the UK last year.
The agreement will see Titan OS act as the exclusive sales partner for Tubi’s video on-demand inventory in the UK across all CTV platforms, with Titan leveraging its own in-house sales team as well as supply-side platforms to run campaigns on Tubi. The two companies will also collaborate around data innovation, drawing on data from Tubi itself and the Philips and JVC TVs which Titan OS runs on.
“At Tubi, we are committed to offering advertisers innovative ways to reach audiences that are 100 percent addressable while providing viewers with a free premium entertainment experience that’s personalised to their tastes,” said Ross Appleton, GM, UK at Tubi. “Our partnership with Titan OS allows us to combine Tubi’s rich content collection with Titan OS’s cutting-edge data and sales expertise, creating a powerful proposition for both advertisers and viewers.”
An alliance for scale
The deal brings together two relatively new entrants to Europe’s TV space, as each ramps up their offering and looks to drive scale in the CTV ad market.
Titan OS formally launched at the start of last year, entering the competitive CTV operating system market pitched as an independent European alternative to the major South Korean and US-based companies. The operating system is used by hardware manufacturers Philips and JVC, giving it access to audience behaviour data across those devices, as well as the ability to run ads directly into the CTV home page. The data is particularly key, since general audience insights derived from that data can be used for targeting across all devices, not just those which Titan OS runs on.
Tubi meanwhile arrived on UK shores in July 2024, off the back of a period of significant growth in its home US market. The service reaches over 100 million monthly active users, and accounted for a higher percentage of TV time in the US this past August than Max, Paramount+, and Peacock. Like Titan OS, Tubi faces plenty of competition, in an ad-supported streaming market dominated by the major broadcasters and YouTube. Tubi’s strategy has been to focus on niche content types and “guilty pleasures” which other services don’t necessarily cater to, and the company says it is now “rapidly expanding its presence” in the UK.
While Tubi continues to grow its viewership, leveraging Titan’s data for advanced targeting, as well as its sales team and SSP relationships, may help it grow its advertiser base more rapidly than it could otherwise. And for Titan, having exclusive access to a premium sell-side partner like Tubi adds to its own offering’s clout in the market.
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