Tubi Integrates FreeWheel’s Beeswax Software Into Its Ad Tech Platform

By Rebecca Theodore-Vachon 

Fox’s ad-supported streaming service Tubi announced it has adopted FreeWheel’s Beeswax software into its proprietary ad technology.

This integration will allow Tubi and Beeswax’s mutual clients to have open access to extend audience reach and acquire incremental inventory into one workflow. In addition, it allows Beeswax customers to access Tubi’s first-party data targeting and measurement solutions. Since Tubi’s integration with Beeswax, the streamer has already seen a 307% increase in month-over-month spend from Beeswax Buyers.

“Our partnership with FreeWheel has allowed us to optimize our inventory and extend our connection to Beeswax customers,” said Mark Rotblat, Chief Revenue Officer, Tubi in a statement. “We’re thrilled to integrate Beeswax’s enhanced bidding technology into our supply side platform and have already experienced substantial growth as a result of this collaboration.”


FreeWheel’s Beeswax integration comes on the heels of Tubi’s adoption of LiveRamp’s Authenticated Traffic Solution in 2021, which made Tubi the first free, ad-supported online streaming service in the U.S. to directly connect authenticated inventory with advertiser demand.

FreeWheel acquired Beeswax, a software as a service (SaaS) advertising in December 2020 in order to strengthen its streaming  TV ad capabilities. The new integration provided a way for media owners and sellers who use FreeWheel’s publisher technology for management and optimization of their own inventory to access additional premium TV and video inventory directly through FreeWheel.

Earlier this week, Tubi officially expanded its FAST channel offering to include more than 200 live channels featuring live sports, entertainment, local and national news. newly added channels include Lionsgate, FilmRise, and Cinedigm along with Scripps local news stations.