Sports-first streaming TV service fuboTV and video ad serving platform SpotX have announced a strategic partnership. According to the deal, SpotX will power the programmatic monetization of fuboTV’s live, over-the-top content — including more channels that carry sports in a base package than any similar service. The new integration is expected to increase fuboTV’s market share by giving more brands, agencies, and trading desks unparalleled access to sports fans streaming fuboTV’s live content across connected TV, mobile, and desktop.
fuboTV previously monetized content primarily through subscriptions but turned on ads this past summer. Due to early success, fuboTV made its live ad insertion technology available to advertisers via direct-buy campaigns.
More than 150 national brands purchased fuboTV’s advertising inventory programmatically during the fourth quarter of last year, double Q3 2017. Additionally, 50 of the top 100 spending U.S. advertisers now run campaigns on fuboTV via SpotX. SpotX will also enable fuboTV to dynamically target audiences by a variety of different data segments, including live vs. VOD, DMA, device, and language. In addition, fuboTV is leveraging SpotX’s demand facilitation services to connect premium brands with the service’s niche inventory. fuboTV has seen private marketplace deals increase an average of 55 percent monthly via SpotX.
“In today’s fully automated advertising ecosystem, it’s increasingly important for us to find the right technology partner that can streamline the programmatic monetization process,” said Andy Hammond, VP sales at fuboTV. “We continue to be extremely impressed by SpotX’s robust monetization capabilities, massive scale, and deep agency relationships, and look forward to working more closely together throughout 2018.”