Titan Operating System S.L. (Titan OS) has formed a strategic alliance with Tubi, a premier ad-supported streaming platform.
As part of this agreement, Titan OS will have exclusive rights to Tubi’s premium ad inventory in the U.K. This includes “pre-roll and mid-roll advertising on Tubi, which was launched in the U.K. in 2024, providing new avenues for audience engagement and monetization on Connected TV,” as stated by the companies.
Titan OS, which is headquartered in Barcelona and has branches in Amsterdam and Taipei, operates at the intersection of technology, entertainment, and advertising. Tubi, which is based in San Francisco, boasts over 100 million monthly active users and is part of Tubi Media Group, a division of Fox Corporation.
“The Tubi partnership represents a significant affirmation of Titan OS’s goal to innovate within the TV space: to transform Connected TV into a more open, measurable, and monetizable platform,” remarked Tobi Pfalzgraff, SVP of People & Marketing, in an interview with Variety.
“As the CTV landscape in Europe evolves, alliances such as this will shape the forthcoming growth phase: where audience insight, high-quality content, and advertising innovation merge to provide value throughout the ecosystem.”
Titan OS will serve as the exclusive sales partner for Tubi’s ad-supported video on demand (AVOD) across all Connected TV platforms. The partnership will utilize Titan OS’s in-house sales teams and SSP partners to launch campaigns effectively. Additionally, both firms will work collaboratively on “advanced data innovation,” merging insights from Tubi, Philips TVs, and JVC TVs to create “highly targeted campaigns and enhanced ad experiences.”
James Collins, CRO at Titan OS, described this partnership as “a landmark achievement in our ambition to redefine how brands engage with audiences through Connected TV.” By integrating Titan OS’s data capabilities with Tubi’s content and viewer base, they aim to provide advertisers with a “unique chance to fully leverage the potential of AVOD.”
“At Tubi, we are dedicated to providing advertisers with creative ways to connect with audiences that are 100% addressable, while also offering viewers a free, premium entertainment experience tailored to their preferences,” said Ross Appleton, GM, UK at Tubi.
“Our collaboration enables us to merge Tubi’s extensive content library with Titan OS’s leading data and sales expertise, resulting in a compelling proposition for advertisers and viewers alike.”
Pfalzgraff highlighted the partnership’s significance, emphasizing that it combines two complementary strengths: Tubi’s outstanding content offerings and audience scale along with Titan OS’s sophisticated advertising and data capabilities.
“Tubi has emerged as a leading ad-supported streaming service globally, and our integration of their inventory into the Titan OS framework creates a premium, metrics-driven advertising landscape that benefits viewers, advertisers, and content creators. This is a crucial advance in making Connected TV advertising as intelligent and effective as digital, yet with the extensive reach and impact of television,” he stated.
According to Titan OS, this partnership signifies a transition from a CTV operating system to a comprehensive monetization and data platform.
“It illustrates the confidence that global content providers such as Tubi place in our capability to manage, enhance, and monetize inventory efficiently in European markets like the U.K.”
Pfalzgraff noted a clear industry trend wherein content partners and inventory owners are seeking local, metrics-driven monetization strategies that can effectively match the right ad to the appropriate audience while ensuring premium user experiences.
“We anticipate that more partners will begin to engage with Titan OS’s monetization solutions as this trend accelerates,” he added.
During Mipcom, the company will host its Annual Content Partner Summit, concentrating on CTV inventory monetization, content monetization – using the Titan-Tubi partnership as a case study – and CTV performance measurement, in collaboration with Kochava.
“Our aim is to foster a sustainable and data-driven ecosystem where content owners, advertisers, and technology partners can all prosper together,” Pfalzgraff concluded.
