Titan OS and Tubi announce partnership at Mipcom
Titan Operating System SL (Titan OS) has announced a strategic partnership with Tubi, a leading ad-supported streaming service.
The deal will give Titan OS exclusive access to Tubi’s premium UK ad inventory, covering “pre-roll and mid-roll advertising on Tubi, which launches in the UK in 2024, opening up new audience engagement and monetization opportunities on Connected TV.”
Barcelona-based technology, entertainment and advertising company Titan OS has branches in Amsterdam and Taipei. Tubi, a free streaming service based in San Francisco — with more than 100 million monthly active users — is part of Tubi Media Group, a division of Fox Corporation.
“The Tubi partnership is a powerful affirmation of Titan OS’s mission to rethink TV: to make connected TV more open, measurable and monetizable,” said Tubi Pfalzgraf, Senior Vice President of People and Marketing. diverse.
“As the European CTV landscape matures, collaborations like this will define the next phase of growth: where audience insight, high-quality content and advertising innovation converge to deliver value across the entire ecosystem.”
Titan OS will serve as the exclusive sales partner for Tubi’s ad-supported video on demand (AVOD) inventory across all CTV platforms, leveraging internal sales teams and SSP partners to bring campaigns to market. The two companies will also collaborate on “advanced data innovation,” combining insights from Tubi, Philips TVs and JVC TV to deliver “highly targeted campaigns and superior ad experiences.”
James Collins, PR Director at Titan OS, described it as a “milestone in our mission to redefine how brands connect with audiences through Connected TV.” By combining Titan OS’s data capabilities with Tubi’s content and audiences, they will now offer advertisers “a unique opportunity to unlock the full potential of AVOD.”
“At Tubi, we are committed to offering advertisers innovative ways to reach audiences that are 100% addressable while providing viewers with a premium free entertainment experience that suits their tastes,” said Ross Appleton, Managing Director, Tubi UK.
“Our partnership allows us to combine Tubi’s rich content portfolio with Titan OS’s cutting-edge data and sales expertise, creating a powerful offering for both advertisers and viewers.”
Pfalzgraff noted that the partnership is “exciting because it combines two complementary strengths: offering Tubi’s exceptional content and audience expansion with the advanced advertising and data capabilities of Titan OS.”
“Tubi has become one of the most popular ad-supported streaming platforms in the world, and by integrating its inventory into the Titan OS ecosystem, we are creating a differentiated, metrics-driven advertising environment that benefits viewers, advertisers and content owners alike. It’s an important step forward in making connected TV ads as smart and effective as digital ads – but with the reach and impact of TV.”
For Titan OS, the move “underscores our evolution from a CTV operating system into a full-scale monetization and data platform.”
“It demonstrates the confidence that global content owners like Tubi place in our ability to manage, enrich and monetize inventory at scale in European markets like the UK.”
According to Pfalzgraff, there’s a clear trend in the industry: Content partners and inventory owners want metrics-based native monetization solutions that can deliver the right ad to the right audience while maintaining outstanding user experiences.
“We expect more partners to rely on the monetization capabilities of Titan OS as this transformation accelerates,” he said.
And at Mipcom, the company hosts the annual Content Partner Summit, focusing on CTV inventory monetization, content monetization — with the Titan-Tubi partnership as a case study — and performance measurement on CTV, alongside Kochava.
“It’s all about building a sustainable, data-informed ecosystem where content owners, advertisers and technology partners thrive together,” Pfalzgraff summarized.