Titan Operating System SL (Titan OS) announced a strategic partnership with Tubi, a leading ad-supported streaming service.
The deal gives Titan OS exclusive access to Tubi’s premium ad inventory in the UK, and “covers Tubi’s pre-roll and mid-roll advertising when it launches in the UK in 2024, opening up new opportunities for viewer engagement and monetization on connected TV.”
Barcelona-based technology, entertainment and advertising company Titan OS has offices in Amsterdam and Taipei. Tubi is a San Francisco-based free streaming service with over 100 million monthly active users and is part of Tubi Media Group, a division of Fox Corporation.
“Our partnership with Tubi strongly supports Titan OS’s mission to reimagine television, making connected TV more open, measurable, and monetizable,” Tobi Pfalzgraff, SVP of Human Resources and Marketing, told Variety.
“As the European CTV landscape matures, collaborations like this one will define the next phase of growth, where audience insights, quality content and advertising innovation come together to deliver value across the ecosystem.”
Titan OS will serve as the exclusive distribution partner for Tubi’s ad-supported video on demand (AVOD) inventory across all CTV platforms, leveraging its in-house sales team and SSP partners to bring campaigns to market. The two companies will also collaborate on “advanced data innovation” that combines insights from Tubi, Philips TV, and JVC TV to deliver “highly targeted campaigns and superior advertising experiences.”
Titan OS CRO James Collins calls this “a milestone in our mission to redefine how brands connect with their audiences through connected TV.” Combining Titan OS’s data capabilities with Tubi’s content and audience will offer advertisers “a unique opportunity to unlock the full potential of AVOD.”
“At Tubi, we are committed to providing advertisers with innovative ways to reach 100% addressable audiences, while delivering a free, premium entertainment experience tailored to viewers’ preferences,” said Ross Appleton, Tubi’s UK GM.
“Our partnership allows us to combine Tubi’s rich content collection with Titan OS’s cutting-edge data and sales expertise to create a powerful proposition for advertisers and viewers alike.”
Pfalzgraf said the partnership is “exciting because it brings together two complementary strengths: Tubi’s superior content offering and Titan OS’s advanced advertising and data capabilities to grow viewership.”
“Tubi has become one of the world’s most popular ad-supported streaming platforms, and by integrating its inventory into the Titan OS ecosystem, we are creating a premium metrics-driven advertising environment that benefits viewers, advertisers, and content owners alike. This is a significant step forward in making connected TV advertising as smart and effective as digital, with the reach and influence of TV.”
For Titan OS, this step “underlines its evolution from a CTV operating system to a full-fledged monetization and data platform.”
“This demonstrates the confidence that global content owners like Tubi have in our ability to manage, enrich and monetize inventory at scale in European markets such as the UK.”
According to Pfalzgraff, there are clear trends in the industry. Content partners and inventory owners want local, metric-driven monetization solutions that allow them to deliver the right ads to the right audiences while maintaining a premium user experience.
“As this change accelerates, we expect more partners to rely on Titan OS’s monetization capabilities,” he said.
At Mipcom, the company, along with Kochava, hosts an annual Content Partner Summit focused on monetizing CTV inventory, monetizing content with the Titan and Tubi partnership as a case study, and measuring performance on CTV.
“The key is to build a sustainable, data-informed ecosystem where content owners, advertisers, and technology partners thrive together,” Pfalzgraf summarized.
