Titan Operating System S.L. (Titan OS) has announced a strategic partnership with Tubi, a leading ad-supported streaming service.
The deal will grant Titan OS exclusive access to Tubi’s premium advertising inventory in the U.K., covering “pre-roll and mid-roll advertising on Tubi, which launched in the U.K. in 2024, and unlocking new opportunities for audience engagement and monetization on Connected TV,” it was stated.
Barcelona-based technology, entertainment and advertising company Titan OS has branches in Amsterdam and Taipei. Tubi, a free streaming service headquartered in San Francisco – with over 100 million monthly active users – is part of Tubi Media Group, a division of Fox Corporation.
“The Tubi partnership is a strong validation of Titan OS’s mission to rethink TV: to make Connected TV more open, measurable and monetizable,” Tobi Pfalzgraff, SVP People & Marketing, told Variety.
“As the European CTV landscape matures, collaborations like this one will define the next phase of growth: where audience insight, quality content and advertising innovation converge to deliver value across the entire ecosystem.”
Titan OS will act as an exclusive sales partner for Tubi’s ad-supported video on demand (AVOD) inventory across all CTV platforms, leveraging its in-house sales teams and SSP partners to bring campaigns to market. Both companies will also collaborate on “advanced data innovation,” combining insights from Tubi, Philips TVs, and JVC TVs to deliver “highly targeted campaigns and superior ad experiences.”
James Collins, CRO at Titan OS, called it “a milestone in our mission to redefine how brands connect with audiences through Connected TV.” By combining Titan OS’s data capabilities with Tubi’s content and audiences, they will now offer advertisers a “unique opportunity to unlock the full potential of AVOD.”
“At Tubi, we are committed to offering advertisers innovative ways to reach audiences that are 100% addressable while providing viewers with a free premium entertainment experience that’s personalized to their tastes,” said Ross Appleton, GM, UK at Tubi.
“Our partnership allows us to combine Tubi’s rich content collection with Titan OS’s cutting-edge data and sales expertise, creating a powerful proposition for both advertisers and viewers.”
Pfalzgraff noted that the partnership is “exciting because it brings together two complementary strengths: Tubi’s exceptional content offering and audience scale with Titan OS’s advanced advertising and data capabilities.”
“Tubi has become one of the most popular ad-supported streaming platforms in the world and by integrating their inventory into the Titan OS ecosystem, we’re creating a premium, metrics-driven advertising environment that benefits viewers, advertisers and content owners alike. It’s a significant step forward in making Connected TV advertising as smart and effective as digital — but with the reach and impact of television.”
For Titan OS, this step “underlines our evolution from a CTV operating system to a full-scale monetization and data platform.”
“It demonstrates the trust that global content owners like Tubi place in our ability to manage, enrich and monetize inventory at scale in European markets such as the United Kingdom.”
According to Pfalzgraff, there’s a clear industry trend: content partners and inventory owners want local, metrics-driven monetization solutions that can deliver the right ad to the right audience while maintaining premium user experiences.
“We expect more partners to lean into Titan OS’s monetization capabilities as this shift accelerates,” he said.
At Mipcom, the company is hosting its Annual Content Partner Summit, focusing on CTV inventory monetization, content monetization – with the Titan-Tubi partnership as a case study – and performance measurement on CTV, together with Kochava.
“It’s all about building a sustainable and data-informed ecosystem where content owners, advertisers and technology partners thrive together,” summed up Pfalzgraff.
Leave a Reply