Programmatic Buyers Gain New Opportunities
OpenX Technologies, Inc., a global omnichannel supply-side platform, has announced an expanded partnership with News Australia to increase access to Tubi's premium connected TV (CTV) inventory for programmatic buyers in Australia. Leveraging OpenX's advanced biddable CTV platform, the collaboration aims to provide enhanced transparency, brand safety, and control.
Dianna Molinaro, Head of Streaming and Digital Strategy at News Australia, noted that working with OpenX allows them to scale access to Tubi's inventory while maintaining high standards of quality, brand safety, and viewer experience for advertisers.
As Australians increasingly shift their viewing habits towards streaming and ad-supported platforms, CTV ad spend in Australia is expected to surpass AUD 2 billion by 2029. This growth almost doubles the investment levels anticipated by 2025.
Fox Corporation owns Tubi, which now offers an impressive library of 125,000 movies and TV episodes locally. As a result, it has become the largest streaming content library in the Australian market, providing a vast selection for viewers and a lucrative opportunity for advertisers.
News Australia integrates Tubi's sophisticated viewer-driven signals with OpenX's platform. This ensures content discovery and a low ad-load viewing experience, meeting the growing demand among advertisers for premium programmatic CTV solutions.
Mitchell Greenway, Vice President of Publisher Development EMEA and APAC at OpenX, emphasised the significance of this partnership by stating, "Partnering with a market-leading media owner like News Australia and bringing Tubi's premium CTV inventory to buyers demonstrates our commitment to building a trusted, high-quality programmatic CTV marketplace in the region."
The collaboration between OpenX and News Australia is crucial as more advertisers seek incremental reach across diverse, highly engaged CTV audiences. Advertisers are provided with premium content, transparent supply paths, and technology designed for performance.
OpenX, with its 100% cloud-based tech stack, continues to lead in supply-side curation and sustainability. It powers advertising across various channels, enabling publishers to deliver improved performance and dynamic solutions.
As Tubi's audience continues to grow, the platform is well-positioned to attract advertisers looking for incremental reach. OpenX and News Australia offer a unique proposition for brands aiming to engage with Australia's streaming audience.
Last updated: 9 April 2026, 9:48 am
