Advanced Television

fuboTV integrates with dentsu’s M1

November 2, 2021

fuboTV, the US sports-first live TV streaming platform, has announced it is now fully integrated with dentsu international’s M1 people-based identity and data platform. Advertisers can now leverage M1’s connected individual, device, and panel data across fuboTV’s 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.

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 audience of sports fans that can’t be accessed through traditional television.

“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 customisable and precise alternative to reach target audiences without relying on cookies.”

Cara Lewis, EVP, head of US media investment, dentsu, added: “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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