Tubi unlocks programmatic access for advertisers via PubMatic partnership

PubMatic has announced a new collaboration with ad-supported streaming service Tubi to offer programmatic access to its connected TV (CTV) inventory in Australia.

The partnership gives advertisers access to Tubi’s growing local audience through PubMatic’s sell-side platform, unlocking premium CTV placements with advanced buying options including private marketplaces and programmatic guaranteed deals.

Tubi, which is owned by Fox Corporation and distributed exclusively in Australia by News Corp Australia, offers close to 135,000 TV episodes and movies, the largest streaming content library in the region. The service has gained momentum locally for its free-to-watch, low-ad-load model catering to cost-conscious viewers.

“With the cost-of-living crisis top of mind for many Aussies, ad-supported services like Tubi are becoming a clear favourite,” said Jessica Gilby, General Manager – Digital at News Corp Australia. “Tubi gives audiences their entertainment fix without the price tag. As we supercharge the Australian expansion with fresh content and strategic collaborations like this one with PubMatic, we're enabling advertisers to reach incremental audiences on CTV delivered with one of the lightest ad loads in the market.”

Targeting hard-to-reach audiences with flexibility

The integration with PubMatic provides advertisers with tools for enhanced targeting, real-time performance data, and customisable buying structures. According to James Young, Regional Director, Australia and New Zealand at PubMatic, the move aims to bridge the gap between traditional TV buyers and digital-first advertisers.

“With a massive content library and the ability to reach exclusive streaming audiences, we’re thrilled to help brands access Tubi’s inventory in a seamless, programmatic way,” Young said. “This initiative opens Tubi’s premium streaming environment to a broader spectrum of advertisers — including those new to TV via diverse demand sources such as mid-tier and performance DSPs.”

Through PubMatic, advertisers gain access to:

• End-to-end transparency and auction dynamics to maximise media value
• Audience personalisation and optimisation capabilities tailored for CTV
• Advanced deal types, including PMPs and programmatic guaranteed
• Real-time performance insights to guide agile campaign planning

The announcement comes as Australian advertisers increasingly seek scalable, measurable alternatives to traditional broadcast TV, with Tubi was recently named one of TechRadar’s best free streaming services of 2025.

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