TUBI INTEGRATES FREEWHEEL’S BEESWAX INTO ITS PROPRIETARY AD TECHNOLOGY
FreeWheel’s Beeswax Technology Integration Opens Access to Enhanced Programmatic Buying Features for Clients
New Integration Has Led to a 307% Increase in Month-Over-Month Spend
SAN FRANCISCO, October 13, 2022 – Tubi (www.tubi.tv) today announced it has integrated FreeWheel’s Beeswax technology into its proprietary ad technology. As a result of integrating Beeswax enhanced bidding capabilities, Tubi and Beeswax’s mutual clients will have full access to programmatically acquire incremental inventory and extend audience reach in one easy workflow. The adoption also allows Beeswax customers access to Tubi’s first-party data targeting and measurement solutions, as well as real-time addressability via its earlier adoption of LiveRamp’s Authenticated Traffic Solution. Since its technology integration with Beeswax, Tubi has already experienced a 307% increase in month-over-month spend from Beeswax Buyers.
“Our partnership with FreeWheel has allowed us to optimize our inventory and extend our connection to Beeswax customers,” said Mark Rotblat, Chief Revenue Officer, Tubi. “We’re thrilled to integrate Beeswax’s enhanced bidding technology into our supply side platform and have already experienced substantial growth as a result of this collaboration.”
Beeswax is a leading demand side platform for buyers to access premium CTV inventory – especially in the growing FAST space,” said Matt Clark, Vice President of Partnerships, FreeWheel. “With this new direct connection to Tubi, it’s easier than ever for our buyers to access Tubi’s premium, brand safe content and to scale advertiser campaigns against desired audiences in an incredibly efficient manner.”
Continuing to bolster its ad tech leadership position among ad-supported video-on-demand services, Tubi has created an addressable marketplace for brands and agencies by providing addressability on all 25+ devices where the streaming service is available, helping to facilitate better advanced measurement and targeting.
FreeWheel’s Beeswax technology integration further complements Tubi’s adoption last year of LiveRamp’s Authenticated Traffic Solution. At the time of the integration, Tubi was the first free, ad-supported online streaming service in the US to enable the passing of RampID in the bidstream and also use LiveRamp’s Authenticated Traffic Solution to directly connect authenticated inventory with advertiser demand. A first-of-its-kind partnership for Connected TV in the US, Tubi’s collaboration with LiveRamp allowed for addressability on all OTT devices and maintains the ability to reach a large percentage of first-party audiences.
Tubi, a division of FOX Entertainment, is an ad-supported video-on-demand service with more than 45,000 movies and TV shows in the U.S., including a growing library of Tubi Originals, 200+ local and live news, sports and entertainment channels, and 400+ entertainment partners, featuring content from every major Hollywood studio. Tubi gives fans of film, television, news and sports an easy way to discover new content that is completely free.
Tubi is available in the U.S. on Android and iOS mobile devices, Amazon Echo Show, Google Nest Hub Max, Comcast Xfinity X1, Cox Contour, and on connected television devices such as Amazon Fire TV, Vizio TVs, LG TVs, Sony TVs, Samsung TVs, Roku, Apple TV, Chromecast, Android TV, PlayStation 4 & 5, Xbox One & Series X|S, and on Hisense TVs globally. Consumers can also watch Tubi content on the web at www.tubi.tv.
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel is a part of Comcast Corporation, a global media and technology company. It stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.