Newsroom

This new partnership will enable Molson Coors to activate and scale its first-party data across programmatic channels, powered by Viant’s industry-leading Household ID and identity infrastructure along with proven expertise in data-driven media execution.

In the inaugural episode of the State of Streaming podcast, Tim Rowe hosts Jon Schulz, the Chief Marketing Officer at Viant, a pioneering buy-side platform in the streaming TV and digital advertising space.

Viant’s (Nasdaq: DSP) partnership with Tubi allows advertisers to deliver targeted ads through a powerful new data integration between the two companies known as “ID Sync.”

A partnership with Viant shows that Tubi understands the value of a consolidated identity space, which is critical to reaching the precise audience an advertiser wants and managing frequency to targets within that audience.

Tubi is giving advertisers a broader arsenal of contextual targeting tools through an expanded partnership with Viant.

As Vijay Rao, Tubi’s SVP of partnerships, put it, the Viant partnership allows advertisers “to fully take advantage of all the content that is available on TV, not just the high-end stuff, but all of it.”