NewFronts: Advertisers Can Buy More Tubi Inventory Via Amazon

In a connected TV world ruled by data, there are few who can compete with Amazon.

At its NewFronts presentation Tuesday, Fox’s free ad-supported streaming service Tubi said it will enable advertisers to buy more Tubi inventory on the Amazon DSP.

Looking for ways to boost revenue, streamers and connected TV platforms are putting video shopping into their cart.

The brand that seems to be benefiting is Amazon.

The companies said the new arrangement will help advertisers achieve more reach across streaming. Tubi said that 10% of its audience is unique and incremental across Amazon’s open internet streaming TV supply.

Using the Amazon DSP and its Authenticated graph, advertisers can access an exclusive package, Tubi Priority Access, offering first-look access to this audience. Advertisers will be able to reach verified and relevant audiences with highly addressable messaging.

(Earlier on Tuesday, Samsung said was integrating Amazon’s remote-enabled interactive video ad technology directly into Samsung TV Plus.)

In addition to its expanded relationship with Amazon, Tubi said it is working with InMarket and Kochava to provide outcome measurement.

InMarket allows brands to directly measure sales performance in the restaurant, retail and CPG categories.

Kochava gives studio advertisers the ability to measure the actual ticket sales and conversion activity for their campaigns through Fandango.

Tubi also unveiled several new interactive ad formats.

Scene Sense ads use scene-level signals, such as visual cues, tone and sentiment, enabling brands to deliver timely and relevant display messaging that aligns with what’s on screen when viewers pause content.

Interactive Pause Ads features carousels, trivia and polls, allowing brands to highlight multiple messages or products and encourage interaction while content is paused.

Connected Conversions are designed to create CTV-to-mobile connections to enable viewers to discover products and brands on their TV, then further engage with them or make purchases on mobile devices through push notifications, emails or QR codes.

“The future of entertainment is built on fan passion. As the second largest free AVOD platform and the growing home for Gen Z, Tubi is the only streamer built from the ground up to turn passion into performance for advertisers," said Anjali Sud, CEO of Tubi. "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.”

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Comcast Advertising focused on outcomes at its NewFronts presentation on Wednesday.

It said its Outcomes+ is based on new ways to buy and measure campaigns. Comcast introduced AI-powered tools for planning and activating campaigns, LENS, an AI audience discovery engine and Blockgraph On Demand to match advertiser first-party data with Comcast data.

The campaign is optimized and measured using deterministic first-party data from more than 30 million Comcast households.

Auto marketer Mini USA recently used the new AI activation products to create an optimized campaign plan that sequenced addressable messaging between national, regional and local automotive tiers. Comcast said the campaign drove a 300% increase in brand favorability and a 200% increase in brand recommendation intent. Participating dealers saw a conversion lift of 35% for new and used vehicles.

Comcast also said that a new partnership with Amazon Ads gives Comcast Advertising’s local and small and mid-sized business advertisers programmatic access to Prime Video streaming inventory.

The use of Amazon DSP enables Comcast Advertising to execute customized streaming messages by geographic location, highlighting regional offers, location-specific pricing or local business information while maintaining the scale and simplicity of a single national buy onto Prime Video inventory.

“With the launch of Outcomes+, we’re advancing our work to level the playing field,” said James Rooke, president of Comcast Advertising.

“For too long, outcomes driven by premium TV have been credited to digital platforms because of insufficient and outdated attribution approaches,” Rooke said. “With our access to premium content from the most important players in media—which now includes Amazon, more sophisticated AI-driven activation products powered by Comcast’s data and our investment in advanced outcome measurement, we’re on a mission to redefine performance TV and deliver the clarity and accountability marketers deserve.”

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At its upfront event Tuesday night, Yahoo said its AI system, Yahoo Scout, is the basis for its new Every Pixel Is Smarter approach to connecting brands with audiences.

Yahoo will use the added audience signals provided by Scout in its email, finance and sports products.

"Yahoo Scout represents a fundamental shift in how we connect our ecosystem, turning intent into intelligence across every user experience. By embedding AI directly into the products people use every day, we're making Yahoo more helpful for consumers and more valuable for advertisers in the moments that matter most,” said Eric Feng, senior VP and general manager of Yahoo Research Group

Yahoo Mail is adding Planner, a new AI-powered feature that transforms the inbox into a personal productivity hub. Planner uses AI to find and extract dates and events often buried in emails, whether it's an appointment or a reminder, helping users stay organized without ever leaving the app. For advertisers, Planner introduces a new way for brands to connect with Yahoo Mail users through Sponsored Events, a new format that allows brands to surface timely, relevant dates directly within a user's Planner view. H&R Block is the first brand partner, surfacing tax deadlines and filing reminders, showing a unique way for advertisers to reach users beyond traditional formats to provide genuine utility within a user’s daily workflow.

Yahoo Finance unveiled a lineup of new content and programming focused on expanding beyond general market coverage into areas like crypto, small business and startups. The platform is launching the Small Business Hub with content from partners such as Entrepreneur Media and HubSpot Media.

Yahoo Sports will be covering the 2026 World Cup with new voices and shows.

"Our first-party data is truly our superpower and it's unlike anything else in the market. The combination of mail, search and content gives us a multidimensional view of consumer demand in close to real time. Better data fuels better strategy, better targeting and stronger performance for every advertiser we work with," said Rob Wilk, chief revenue officer, Yahoo.

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VideoAmp said it made a deal with O-N-X, which will incorporate VideoAmp’s audience data into the O-N-X platform to improve data-driven buying of local broadcast advertising inventory.

Nationwide data will be used to predict audience delivery across all 210 U.S. broadcast markets.

The O-N-X Platform is currently licensed by multiple broadcast groups for Los Angeles, Chicago and Boston, with a rollout across the top 20 markets scheduled for April.

“Broadcast delivery has long relied on disciplined forecasting with limited confidence in forward visibility,” said Greg Morey, Founder of O-N-X. “Integrating VideoAmp’s nationwide measurement dataset materially expands that visibility and reduces structural instability in impression delivery. This expanded analytical depth empowers O-N-X to confidently support guaranteed transactions at scale.”

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VAB CEO Sean Cunningham released a formal statement about Nielsen’s decision to delay the release of its monthly ratings, one that would employ a methodological change that will result in a higher share of viewership for broadcast and cable and a lower share for streaming.

He called the move “indefensible” and said it runs counter to Nielsen’s role as a “fair and neutral” provider of measurement and currency for buying and selling ads.

“Purposely delaying and suppressing TV's February's audience totals—which include both a Super Bowl and a primal American-lead Olympics—is more than just public kowtowing to Google, or an escalation of Nielsen's thumb on the Gauge scale while cheerleading YouTube boom / TV gloom; this level of manipulation looks to me like obvious interference in markets,” Cunningham said.

While the monthly report is not currency, “its results are widely used to help set channel allocation mindsets as an overall scorecard of relative scale among video advertising options, thus Nielsen is revealing itself as the dream partner for YouTube in co-creating scorecard fiction and calling it fact—as the company that gets to grade its own homework is guaranteed another seven months of bogus grade inflation if Nielsen has their way,” he said. “This level of obvious manipulation and sector bias should cause both buy and sell side to demand an immediate reversal of Nielsen's indefensible Gauge announcements.”

In response, Nielsen issued a statement saying that "the VAB membership includes Nielsen's competitors and a subset of the ad-supported video industry. So, it's no surprise they are being misleading. Let's be clear: The change the VAB is fighting for is already a part of Nielsen currency. We've been using it in our TV ratings, which networks and advertisers buy and sell against, since February.”