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June 22, 2021


FOX Entertainment’s streaming service is the first CTV publisher to implement Unified ID 2.0 to solve for the future of identity 

SAN FRANCISCO, June 22, 2021 – Tubi (, a division of FOX Entertainment, today announced it will be the first CTV publisher to implement Unified ID 2.0, the new industry-wide approach to internet identity that preserves the value of relevant advertising across digital ecosystems. Unified ID 2.0 is an upgraded alternative to third-party cookies and serves as a connective tissue in cookie-less environments, such as CTV apps. Initially developed by The Trade Desk, Unified ID 2.0 represents an ID solution that is interoperable and aims to address consumers’ desire for more transparency and control. has agreed to serve as an independent operator for Unified ID 2.0 later this year.

Tubi joins a growing list of industry leaders that are supporting Unified ID 2.0 as a pioneer identity solution. Tubi’s support expands the footprint of Unified ID 2.0 on the largest screen in the room, as well as all the devices where consumers enjoy premium TV content. As advertisers look for ways to target the right audiences, Unified ID 2.0 helps to solve for addressability while making advertising relevant to consumers. This new integration is the latest initiative from the FOX portfolio in bringing data-driven solutions to the forefront for advertisers.

“As a proudly ad-supported streaming platform, addressability has always been important functionality for Tubi,” said Mark Rotblat, Chief Revenue Officer, Tubi. “Our ability to reach audiences at scale across an increasingly fragmented ecosystem is enhanced by our integration with Unified ID 2.0. And as the first CTV publisher to implement Unified ID 2.0 in the market with this capability, we provide brands a means for more scale to the audiences they want to reach across platforms, higher-quality measurement, and ultimately, a path towards better outcomes.”

“By coming together with media leaders like Tubi to address the future of identity, we’re improving the digital advertising experience across all digital media,” said Tim Sims, Chief Revenue Officer, The Trade Desk. “Unified ID 2.0 is a collaboration among everyone within the advertising ecosystem to pioneer an interoperable, soon-to-be open-source ID solution that helps advertisers connect with audiences, while keeping consumer control and privacy in mind. With Tubi actively sending Unified ID 2.0’s into the bidstream, we can further enhance the once- in-a-generation experience happening in CTV.”

Tubi has more than 30,000 movies and television shows from over 250 content partners, including every major studio. The service gives fans of any type of movie or TV show an easy way to discover new content that is available completely free. This Fall, Tubi will continue to give audiences more of what they love with 140+ hours of original content designed with users in mind, spanning exclusive documentaries from FOX Alternative Entertainment, animated titles from Emmy-award winning Bento Box Entertainment, and premium independent-minded titles across the Black Cinema, thriller, horror, sci-fi, romance and western genres. This premium programming fueled by content intelligence and coupled with 1:1 addressability gives brands optimal value at scale.

Tubi is available on Android and iOS mobile devices, Amazon Echo Show, Google Nest Hub Max, Comcast Xfinity X1, Cox Contour, and on OTT devices such as Amazon Fire TV, Vizio TVs, Sony TVs, Samsung TVs, Roku, Apple TV, Chromecast, Android TV, PlayStation 5, Xbox Series X | S, and soon on Hisense TVs globally. Consumers can also watch Tubi content on the web at

About Tubi
Headquartered in San Francisco, Tubi (, a division of FOX Entertainment, is an ad-supported video on demand (AVOD) service with movies and television shows from nearly every major Hollywood studio. Tubi gives fans of films and television programs an easy way to discover new content that is available completely free. The service is currently available in the US, Canada, Australia, and Mexico.

About Unified ID 2.0
Unified ID 2.0 is a next-generation identity solution that is a soon-to-be open-source digital framework. With initial development led by The Trade Desk, Unified ID 2.0 is the result of a broad collaboration of publishers, buyers and technology providers across the industry. It serves as an alternative to third-party cookies that aims to improve consumer transparency, privacy and control, while preserving the value exchange of relevant advertising across channels and devices., the independent organization designed to ensure and promote fair and transparent marketplaces across the industry, has agreed to serve as operator of Unified ID 2.0. Prebid will begin this role in the second half of this year.

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Morgan Albrecht

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