• by Karlene Lukovitz  @KLmarketdaily, May 19, 2021

Tubi, Fox Entertainment’s free, ad-supported streaming service, is employing LiveRamp solutions to create an automated addressable CTV ad-buying marketplace. 

The marketplace is designed to circumvent the loss of third-party cookies and the restriction of device IDs by enabling access to first-party viewer data for advanced measurement and targeting in the CTV ecosystem. 

Tubi is the first AVOD to pass LiveStream’s RampID identification solution in the bidstream and also use its Authenticated Traffic Solution (ATS) to let ad buyers directly connect with authenticated TV inventory, according to the companies. 

The solution allows for advertising addressability across all OTT devices, reaching “a large percentage of first-party audiences,” per the announcement.

By registering for the free Tubi service, consumers are consenting to be part of its “personalization engines,” which offer users data-driven programming recommendations while providing advertisers with consent-based first-party data to increase addressable reach. 

Having a “people-based” identifier is “important to ensure that advertising campaigns are relevant across channels and devices,” stated Mark Rotblat, Tubi’s chief revenue officer.