🇺🇸 USPPC & AdvertisingLow ImpactMarch 27, 2026
Tubi Priority Access Launches Through Amazon DSP With 85% Authenticated Audience Match
US-based Amazon DSP advertisers running connected TV campaigns who want preferred-tier access to Tubi's audience — particularly brands targeting younger viewers or seeking incremental reach beyond Prime Video and other Amazon-owned CTV inventory
At IAB NewFronts 2026 on March 27, 2026, Tubi announced Tubi Priority Access — a new offering through Amazon DSP that gives advertisers preferred positioning and first-look access to Tubi's most valuable audiences. The integration leverages Amazon's authenticated graph: Amazon can match 85% of Tubi's audience to Amazon data, described as one of the highest match rates of any publisher across Amazon's third-party CTV supply. Tubi reports that 10% of its household reach is unique and incremental versus other inventory available across Amazon's open internet streaming TV supply, skewing younger with 12% more reach in the 18-24 demographic.
Key Points
- Announced March 27, 2026 at IAB NewFronts 2026: Tubi Priority Access becomes a new buying option inside Amazon DSP
- Gives advertisers preferred positioning and first-look access to Tubi's most valuable audience segments via Amazon DSP
- Amazon can match 85% of Tubi's audience to Amazon data — one of the highest match rates across Amazon's third-party CTV supply
- 10% of Tubi's household reach is incremental and unique within Amazon's open internet streaming TV inventory, skewing younger (12% more reach in age 18-24)
- Amazon Ads cited results from authenticated targeting on this inventory: 42% higher unique audience reach, 3x ROAS, and 27% lower frequency per user (Amazon-reported figures)
- Buyable through the same Amazon DSP interface advertisers already use for other CTV campaigns — no separate platform or contract required
What You Should Do Now
- 1If you run CTV campaigns on Amazon DSP, check with your DSP rep or your line item setup for Tubi Priority Access as a new placement tier
- 2Pair Priority Access with Amazon's authenticated graph audiences — the 85% match rate is what unlocks the targeting and measurement Amazon highlighted
- 3Skip this launch if your media plan does not include connected TV, you are not on Amazon DSP, or you do not advertise in the United States
Official Source
Amazon Ads →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.