FuboTV Adopts Dentsu's M1 Identity, Data Platform for Targeted Ads

FuboTV announced integration with Dentsu International’s M1 identity and data platform, enabling advertisers to use M1’s individual, device and panel data across fuboTV’s connected TV inventory, it said Monday. Brands can reach fuboTV’s sports-based audience “that can’t be accessed through traditional television,” it said. Combining fuboTV’s first-party addressable data with M1’s platform creates a "customizable and precise alternative to reach target audiences without relying on cookies,” said Diana Horowitz, senior vice president-advertising sales. Dentsu can deliver “targeted ads, in appropriate content, to an engaged customer, and from there we can measure how well those ads worked,” said Cara Lewis, Dentsu head-U.S. media investment. M1 can solve issues including fraud and cookie duplication “while improving ad efficiency and effectiveness,” said the companies.