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Global media and tech company Yahoo today announced it is expanding its partnership with FOX Entertainment’s ad-supported video-on-demand (AVOD) platform Tubi. Under the new deal, media planners and buyers using Yahoo’s demand-side platform (DSP) will gain access to Tubi’s entire streaming content library. The move aims to help connected TV (CTV) advertisers improve efficiency in the buying process.

As connected television viewership soars, so too does ad spend on the channel. Recent data from the Interactive Advertising Bureau suggests that CTV spend for this year is expected to reach, on average, $16m per advertiser in the US — representing an uptick of 8% over last year’s numbers.

Media partners like Yahoo and streaming players like Tubi are betting big on the continued rise of CTV. Today, the two companies announced they are expanding their existing partnership. CTV media planners and buyers on Yahoo’s DSP will now be able to access Tubi’s total content inventory. With this capability, advertisers gain greater visibility into the entire buying process, more buying efficiencies and the ability to make smarter buys overall.

The partnership also offers CTV buyers advanced capabilities on an advertiser-by-advertiser basis. These include advanced reporting capabilities and programmatic guaranteed deals in which the buyer agrees to purchase a given number of impressions and the publisher agrees to deliver that exact number of impressions — for a set price.

“We’ve seen a significant increase in streaming throughout the past year — with ad-supported content, in particular, generating incredible growth,” Iván Markman, Yahoo’s chief business officer said in a statement today. “With the future in mind, our partnership with Tubi gives CTV buyers the tools, inventory, and audiences necessary to execute successful and strategic CTV campaigns and drive meaningful growth.

Both parties see the new agreement is mutually beneficial. Yahoo’s unified advertising tech stack enables end-to-end media buying and selling, all accessible in an integrated platform. Meanwhile, Tubi’s free, ad-supported entertainment content reaches viewers across more than 25 different types of devices and platforms.

The new deal builds upon an existing supply-side-focused partnership between Yahoo and Tubi. “As consumers continue to shift viewership to streaming, partnering with demand-side platforms like Yahoo will enable advertisers to buy Tubi inventory more effectively, while maximizing campaign performance across their preferred buying mode,” said Mark Rotblat, chief revenue officer at Tubi, in a statement.

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