Xumo positions unified streaming ad approach at NewFronts

Xumo presented its strategy for simplifying streaming ad buying and improving audience reach during the IAB NewFronts conference on March 25.

The company outlined its approach to addressing fragmentation in the streaming ecosystem, emphasizing scale, data integration and cross-platform ad placements as key components of its offering.

Xumo reported reaching 60 million monthly active users across its platform, with distribution spanning 12 million owned and operated devices and more than 8,000 retail locations nationwide. The company said viewing hours on Xumo Play increased 64% year over year, while its direct advertiser base grew 300% over the same period.

The platform supports ad placements across linear, on-demand and free ad-supported streaming TV (FAST) environments, including home screen integrations and curated content destinations. These formats are designed to engage viewers throughout the streaming experience, from device startup to content consumption.

Xumo also highlighted expanded sports programming tied to major live events, including the World Cup, NFL, NBA and college sports. The company said advertisers can align campaigns with live content through branded destinations and in-game ad units enabled through its partnership with Comcast Advertising.

The company pointed to its data capabilities as a differentiator, citing its access to user information through device registration, streaming behavior and internet service provider data. Xumo said this dataset can be combined with third-party identity solutions to support targeted advertising.

During the presentation, Xumo referenced research from Innovid measuring campaign performance across connected TV platforms. The company said the analysis showed it achieved higher unique reach with fewer impressions compared with other platforms in the same media plan.

Xumo positioned its offering as a way to streamline media buying in an increasingly complex streaming landscape by combining reach, measurement and ad formats within a single platform.

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