FuboTV has fully integrated with dentsu international’s M1 people-based identity and data platform to better target the live sports viewers on its live streaming TV platform.
The companies said that advertisers can now use M1’s connected individual, device and panel data across fuboTV’s connected TV inventory that includes 50,000 live sports events per year along with more than 100 sports, news and entertainment channels. Advertisers will be able to pair their CRM data with fuboTV’s first-party addressable data for audience-targeted advertising campaigns while also gaining incremental reach over traditional television.
“We are thrilled to partner with dentsu and Merkle to bring their industry-leading identity capabilities to fuboTV,” said Diana Horowitz, senior vice president of advertising sales at fuboTV, in a statement. “Together we can unlock a fully transparent and addressable solution to accurately reach sports fans who have migrated from traditional TV. Marrying fuboTV’s robust first-party addressable data with M1’s extensive people-first platform creates a customizable and precise alternative to reach target audiences without relying on cookies.”
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“The collision of content, distribution, data, and technology has given TV buyers the opportunity to change the marketplace. We can now deliver targeted ads, in appropriate content, to an engaged customer, and from there we can measure how well those ads worked. The integration of fuboTV’s first-party addressable data into the M1 platform unlocks new opportunities for our advertisers to tap into vMVPD inventory to reach a highly engaged audience in a premium connected TV environment,” said Cara Lewis, executive vice president and head of U.S. media investment at dentsu.
FuboTV still has a relatively small subscriber base compared to other vMVPDs like Sling TV, Hulu + Live TV and YouTube TV, but the company has been able to consistently grow, adding another 91,000 subscribers in the second quarter. The company also managed to grow its advertising revenue by 281% year over year, though it still amounts to a fraction of the company’s overall revenue.