This collaboration enables broader, precise targeting and supports leading measurement solutions across flagship CTV services, including Fawesome and Filmrise

ID5, the market-leading identity provider for digital advertising, today announced a partnership with Future Today, a leading streaming publisher and technology provider specializing in distributing premium, free CTV ad-supported services. This collaboration will unlock increased addressability across Future Today’s expansive streaming inventory, giving its brand advertisers greater precision and scale.

Future Today delivers content to more than 50 million CTV viewers each month and is the top independent CTV programmer featuring premium long-form studio-produced movies and television shows on its flagship service, Fawesome. Viewership of highly popular free AVOD content has continued to accelerate as quality content discovery improves, and legacy SVOD services still require viewers to pay for ad-supported tiers. With viewership and reach at an all-time high, the company launched ‘Future Today Marketplace’ that consists of its 1.5-billion O&O CTV ad impressions fortified with the top advanced buying and measurement solutions. This solution supports Future Today’s growing roster of Fortune 500 brands that benefit from the incrementality of its popular services to deliver to audiences that have low overlap with traditional media services.

To best support its advertising business, Future Today is focused on enhanced, privacy-compliant identifiers, leading to its partnership with ID5. ID5’s advanced identity resolution technology helps identify both authenticated and unauthenticated viewers by leveraging a variety of signals, enabling more targeted and measurable advertising. Through its partnership with ID5, Future Today can further enable advertisers’ desire to better engage their target audiences, enhancing campaign performance on its popular apps and channels across major CTV distribution platforms.

“The ID5 solution will enable our buy side partners to fully connect with our massive, family friendly viewership, without the presence of a persistent identifier,” said Vikrant Mathur, Co-Founder of Future Today. 

Privacy compliance is always a key consideration across Future Today’s large viewership. Given the fact that the U.S. is a market that is governed by a patchwork of state-level privacy regulations, the company requires partners equipped to navigate a complex and evolving landscape. ID5’s identity solution is built with privacy at its core and designed to adapt to different regulatory frameworks and evolving requirements.

“Privacy-safe, scalable user identification that can be enabled for logged-in and non-logged-in users alike is critical for future-proofed addressable advertising, especially in a fragmented channel such as CTV,” said Lisa Abousaleh, VP of Publisher and Distribution Partnerships at ID5. “Our solution gives platforms like Future Today the tools to scale their ad business while staying compliant and respecting user privacy.”

“As we prepared to launch Future Today Marketplace, partnering with ID5 was a no-brainer as it provides enhanced addressability without regulatory concerns,” said Tim Ware, VP Future Today Marketplace. “This will allow us to provide better targeting, measurement and outcomes for our increasing roster of brand marketers, while continuing to prioritize privacy and deliver the highest quality experience to our millions of viewers.”

This integration is especially valuable for Future Today’s channels that reach large audiences that are not typically logged in. ID5’s solution enables effective addressability in these environments, supporting Future Today’s ability to deliver more effective targeting through privacy-compliant identity signals. Together, this drives better performance and outcomes.

About Future Today

Future Today is a leader in the ad-supported streaming media universe with its flagship channels – Fawesome, HappyKids and iFood.tv – ranking in the top free channels across nearly every OTT consumer platform. The company’s proprietary, cloud-based technology platform manages OTT services for hundreds of content owners, producers, distributors and major media companies helping them launch and monetize complex Connected TV channels across devices in a matter of days. Future Today’s comprehensive portfolio of technology and services includes video management, content management and publishing, app development and maintenance, cross-channel promotion, advertising, monetization and more.

Back to Latest News