OpenX has expanded its partnership with News Australia to make Tubi’s connected TV inventory available to programmatic buyers in Australia. The deal adds inventory from the Fox-owned streaming service to the companies’ existing relationship in the market.<\/p>\n
Australian advertisers will gain access to Tubi’s ad-supported streaming audience through OpenX’s biddable connected TV platform. News Australia, which has exclusive sales representation for Tubi in the country, is working with OpenX to widen programmatic access to that inventory.<\/p>\n
The move comes as connected TV ad spending continues to rise in Australia. OpenX projects the market will top AUD $2 billion by 2029, nearly double its 2025 level, as viewers spend more time with streaming and ad-supported services.<\/p>\n
The arrangement targets buyers seeking more flexible access to television advertising through programmatic channels. That may be especially relevant for independent agencies and brands that have traditionally found broadcast television harder to access.<\/p>\n
Under the partnership, News Australia is offering Tubi’s inventory alongside viewer signals used on the service for content discovery and ad delivery. OpenX says its platform gives buyers more visibility into supply paths and greater control over brand safety in connected TV campaigns.<\/p>\n
Growing reach<\/p>\n
Tubi has been building its presence in Australia since News Australia took on exclusive sales representation in 2025. According to the companies, the streaming service has expanded its local catalogue to 125,000 films and TV episodes, making it the largest streaming content library in the Australian market.<\/p>\n
That scale is central to its pitch to advertisers looking for incremental reach beyond traditional television and subscription streaming platforms. Free ad-supported streaming services are becoming a more prominent part of the TV market as audiences fragment and media buyers look for alternatives that can be traded through digital systems.<\/p>\n
For OpenX, the deal adds another connected TV media-owner relationship in Asia-Pacific. The company has been positioning itself as an independent supply-side platform focused on curation and direct publisher ties as advertisers scrutinise how programmatic inventory is sourced and sold.<\/p>\n
News Australia’s role reflects the growing overlap between traditional media sales and digital ad trading. Companies representing premium video inventory are increasingly using programmatic channels to widen buyer access while trying to maintain pricing discipline and control over ad environments.<\/p>\n
Dianna Molinaro, Head of Streaming and Digital Strategy at News Australia, said: “Working with OpenX allows us to scale access to Tubi’s inventory while maintaining the high standards of quality, brand safety, and viewer experience that advertisers expect from News Australia-represented assets.”<\/p>\n
The Australian market has seen growing interest in connected TV as advertisers try to combine television’s reach with the targeting and buying methods more commonly associated with digital media. Programmatic trading has been one of the main routes for that shift, particularly for ad-supported streaming inventory.<\/p>\n
OpenX says the Tubi deal is part of a broader push to build what it describes as a trusted marketplace for premium connected TV inventory. It argues that direct access to media owners and clearer supply chains are becoming more important to buyers as connected TV budgets grow.<\/p>\n
<\/p>\n
Mitchell Greenway, Vice President of Publisher Development for EMEA and APAC at OpenX, said: “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. Together, we’re giving advertisers exactly what they’re asking for: premium content, transparent supply paths, and technology designed for performance.”<\/p>\n
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