The main takeaway:
New interactive ad features and strategic partnerships with Amazon, InMarket, and Kochava were the key announcements during Tubi’s IAB NewFronts presentation on Tuesday afternoon.
Hosted by actor Tiffany Haddish, the FAST service’s Tubitopia: An Advertiser’s Paradise event signaled that it will continue to invest in Gen-Z-focused and sports-culture original programming, which should continue to lure advertisers to its platform.
The biggest announcements:
During the presentation, Tubi introduced Scene Sense, which is Tubi’s contextual targeting solution that uses scene-level signals, such as visual cues, tone, and sentiment, when viewers pause content, allowing brands to deliver timely and relevant display messaging that aligns with what’s on screen.
In addition, the streamer is expanding its Pause Ad experience with new engagement options, including carousels, trivia, and polls, allowing brands to showcase multiple messages or products and encourage interaction while content is paused.
Finally, recognizing the power of mobile devices within the CTV ecosystem, Tubi is enabling viewers to discover products and brands on their TVs, engaging with them to make purchases on mobile devices via push notifications, emails, or QR codes.
The event was also used to highlight new partnerships with Amazon DSP, where Tubi is one of the largest-reaching publishers, as 10% of Tubi’s audience is unique and incremental across Amazon’s open internet streaming TV supply. This partnership will give advertisers access to Tubi Priority Access, an exclusive package that offers first-look access to this audience through Amazon DSP.
Other partnerships announced during Tubitopia included InMarket and Kochava for real-world outcome measurement partnerships. For instance, Tubi’s Studio advertisers using Kochava can now measure actual ticket sales and conversion activity for their campaigns through Fandango, connecting Tubi ad exposure to tangible box-office performance outcomes beyond basic delivery metrics.
“The future of entertainment is built on fan passion,” Anjali Sud, CEO of Tubi, said in a statement. “With massive scale, original and exclusive programming on the pulse of culture, and industry-leading investments in ad tech, precision and measurement, we are helping advertisers achieve greater reach, relevance and efficiency at a time when they need it most.”
On the programming front, Tubi is targeting Gen Z with two new YA shows: Game On, a romance-drama set in the world of esports, and Remember, a supernatural murder-mystery drama.
The streamer also announced exclusive sports-culture content, including working with Apple TV to offer live F1 altcasts for multiple races during the 2026 Formula 1 season. It will also house World Cup programming, including the FIFA World Cup, Fox Hub, and simulcasts of two matches.
Also coming to Tubi is original content from popular creator Deestroying that blends sports, competition, and creator-driven storytelling, as well as Jesser’s Ultimate Kickoff, which sees the creator and his friends take on fun and crazy soccer challenges.
