Tubi, the ad-supported video-on-demand service
acquired by Fox Corporation for $440 million last month, has struck a deal with TransUnion to use consumers’ information to target ads and “personalize” content.
The
deal represents another move toward media use of so-called “connected consumer identity.”
Combining privacy-compliant access to the extensive individual consumer data in
TransUnion’s massive database with Tubi’s tracking of users’ content consumption behavior via household device IDs will let the AVOD “bridge the gap between individual and
household,” and inform analytical decisions about what content to deliver and recommend to users, as well as ad targeting decisions, says Tubi.
“With identifiers such as
third-party cookies on the decline and media consumption changing, alternative identifiers such as home IP address are imperative for building a strong foundation of individual-level identity and
reaching consumers on devices like connected TVs,” said Tubi Chief Revenue Officer Mark Rotblat.
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