fuboTV and dentsu Capture Live Sports Fans on CTV by Leveraging M1 Data Platform

First vMVPD to Pair First-Party Addressable Data with dentsu’s M1’s People-Based Insights

fuboTV Inc., the leading sports-first live TV streaming platform, announced today it is fully integrated with dentsu international’s M1 people-based identity and data platform. Advertisers can now leverage M1’s highly accurate connected individual, device, and panel data across fuboTV’s sought-after Connected TV (CTV) inventory, including 50,000 live sports events per year as well as 100 + premium sports, news, and entertainment channels for the entire household.

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“We are thrilled to partner with dentsu and Merkle to bring their industry-leading identity capabilities to fuboTV”

Through M1, advertisers can couple their proprietary custom CRM data with fuboTV’s exclusive first-party addressable data, improving the relevance and performance of audience-targeted advertising campaigns. Clients can also reach fuboTV’s highly engaged, cord-cutting audience of sports fans that can’t be accessed through traditional television.

According to eMarketer, sports viewers and advertising dollars will continue to shift from linear TV to CTV with the number of U.S. digital live sports viewers expected to reach 57.5 million this year and exceed 90 million in 2025. The fuboTV/dentsu collaboration is in tandem with the beginning of the 2021 football season and ahead of marquee sporting events. fuboTV anticipates subscribers will stream these upcoming live sports primarily on a large-screen format as CTV represented 94% of total viewing hours on the platform during the second quarter of 2021.

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“We are thrilled to partner with dentsu and Merkle to bring their industry-leading identity capabilities to fuboTV,” said Diana Horowitz, SVP, advertising sales at fuboTV. “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.”

In addition to providing best-in-class addressable targeting, M1 helps solve digital supply chain issues like fraud and cookie duplication while improving ad efficiency and effectiveness. By using a universal ID, M1 enables true people-based marketing that can be targeted and measured on a person level.

Cara Lewis, EVP, head of US media investment, dentsu said: “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.”

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