Tubi & Titan OS Partner to Launch Exclusive U.K. AVOD Ads (EXCLUSIVE)

A major new alliance between Titan OS and Tubi is set to reshape the advertising landscape for connected television in the United Kingdom. This strategic partnership grants Titan OS exclusive rights to Tubi’s premium advertising inventory, specifically covering pre-roll and mid-roll ad placements on the streaming service, which launched in the U.K. earlier this year. The collaboration is designed to unlock significant new opportunities for audience engagement and monetization across the CTV ecosystem.

Titan OS, a Barcelona-based firm specializing in technology, entertainment, and advertising with additional offices in Amsterdam and Taipei, will function as the exclusive sales partner for Tubi’s ad-supported video on demand (AVOD) offerings. This arrangement will leverage Titan OS’s dedicated sales teams and supply-side platform (SSP) partners to bring advertising campaigns directly to market. Tubi, a San Francisco-headquartered free streaming platform under the Fox Corporation umbrella, boasts an impressive user base of over 100 million monthly active viewers globally.

Tobi Pfalzgraff, Senior Vice President of People & Marketing at Titan OS, described the partnership as a powerful validation of the company’s mission to fundamentally rethink television. He emphasized the goal of making connected TV more open, measurable, and profitable. Pfalzgraff pointed out that as the European CTV market continues to mature, strategic collaborations of this nature are poised to define the next wave of industry growth. He believes the convergence of deep audience insight, high-quality content, and advertising innovation will deliver substantial value across the entire media ecosystem.

Beyond just sales representation, the two companies will join forces in the realm of advanced data innovation. By integrating audience insights from Tubi with data from Titan OS’s partnerships with television manufacturers like Philips and JVC, the alliance aims to deliver highly targeted advertising campaigns and superior ad experiences for viewers. James Collins, Chief Revenue Officer at Titan OS, hailed the deal as a milestone in the company’s ongoing mission to redefine how brands forge meaningful connections with audiences through the power of connected TV. He stated that the combination of Titan OS’s robust data capabilities with Tubi’s extensive content library and massive audience provides advertisers with a unique opportunity to fully unlock the potential of AVOD.

From Tubi’s perspective, Ross Appleton, General Manager for the UK, reinforced the platform’s commitment to providing advertisers with innovative, fully addressable methods for reaching audiences. Simultaneously, the service remains dedicated to offering viewers a free, premium, and personalized entertainment experience. Appleton noted that the partnership successfully merges Tubi’s rich content collection with Titan OS’s cutting-edge data and sales expertise, creating a powerful and compelling proposition that benefits both advertisers and viewers alike.

Pfalzgraff further elaborated on the synergy, highlighting that the partnership is particularly exciting because it brings together two highly complementary strengths. On one side is Tubi’s exceptional content offering and immense audience scale, and on the other is Titan OS’s advanced advertising technology and data capabilities. He noted that by integrating Tubi’s inventory into the Titan OS ecosystem, they are creating a premium, metrics-driven advertising environment. This environment is designed to benefit all parties involved, viewers, advertisers, and content owners, and represents a significant step toward making CTV advertising as intelligent and effective as digital advertising, but with the broad reach and impact traditionally associated with television.

For Titan OS, this landmark deal underscores its strategic evolution from being primarily a CTV operating system to becoming a comprehensive, full-scale monetization and data platform. It also serves as a strong demonstration of the trust that major global content owners, such as Tubi, are placing in Titan OS’s ability to effectively manage, enrich, and monetize inventory at scale within key European markets like the United Kingdom.

Pfalzgraff observed a clear and accelerating industry trend where content partners and inventory owners are increasingly seeking local, metrics-driven monetization solutions. These solutions must be capable of delivering the right advertisement to the right audience while consistently maintaining a premium user experience. He expressed confidence that as this shift gains momentum, more partners will turn to Titan OS to leverage its sophisticated monetization capabilities.

The company is showcasing this partnership as a central case study at its Annual Content Partner Summit during the Mipcom industry event. The summit will focus on critical topics such as CTV inventory monetization, content monetization strategies, and performance measurement on connected TV, in collaboration with analytics firm Kochava. Pfalzgraff summarized the overarching vision, stating that the ultimate goal is to build a sustainable and data-informed ecosystem where content owners, advertisers, and technology partners can all thrive together.

(Source: Variety)