Virtual pay TV provider, fuboTV, has made a deal with a media agency group, dentsu international’s identity data platform, M1, to offer better targeting for marketers -- with an emphasis on sports.
The agency’s M1 people-based identity platform -- which comes from connected individual, device and panel data -- will be used by fuboTV across its connected TV (CTV) inventory and entertainment channels.
In turn, fuboTV will be
integrating its first-party addressable data into the M1 platform, where advertisers can merge their customer relationship management (CRM) data with fuboTV’s first-party data.
FuboTV says its the first virtual multichannel video program distributor to link first-party addressable data to M1.
The pay TV provider emphasizes the deal will help growing sports TV advertising content increasingly moving to CTV from linear TV platforms. FuboTV, a sports focused pay TV provider, says it airs 50,000 live sports events per year.
Diana Horowitz, senior vice president of advertising sales at fuboTV, states the deal means “a fully transparent and addressable solution to accurately reach sports fans who have migrated from traditional TV.”
Cara Lewis, executive vice president/head of U.S. media investment for dentsu, said the deal “unlocks new opportunities for our advertisers to tap into vMVPD inventory to reach a highly engaged audience in a premium connected TV environment.”
Many media companies and marketers are bracing for the continuing major changes in moving away from digital cookie-based advertising to identity graph/data marketing.