Fox and Tubi Deploy Matched AI Plays for Ads, Discovery

Fox is productizing its audience scale with AdStudio, moving from selling impressions to offering outcomes-based measurement. Tubi is creating a new discovery surface on a major external platform, extending its reach beyond its own app. This dual approach shows a strategy of using AI to unify ad sales at the parent-company level while experimenting with user engagement on a FAST service. These vertically integrated platforms stand in contrast to the new vendor-review marketplaces, like CartographAI, which are emerging to add a layer of transparency for ad buyers. Key signals to watch: whether Tubi’s conversational discovery measurably shortens path-to-playback and if Fox AdStudio delivers on its low-overlap reach claims.