Fox Corporation, thanks to a newly expanded partnership with ad insertion firm FreeWheel, is expanding its dynamic ad insertion capabilities and rolling out new co-developed targeting technology.
FreeWheel will also become FOX’s primary ad serving partner across its One FOX enterprise.
As such, FreeWheel’s technology will now power FOX’s ability to offer dynamic ad insertion in College Football, allowing advertisers to purchase more premium live sports inventory from FOX while also incorporating a variety of features to provide an optimal viewing experience for audiences.
At the same time, FOX’s AdRise and FreeWheel have partnered to build technology that can “enrich an ad opportunity with contextual signals ranging from specific player or team information to the type of play or score happening in the live game.”
This, say FOX and FreeWheel, further allows advertisers to purchase One FOX inventory in high attention moments.
The move comes as FOX furthers its shift toward automated forms of ad transactions.
FreeWheel will use capabilities across its portfolio, including Beeswax, to create a unified pool of premium video ad inventory across the entire One FOX portfolio that can be more directly available to marketers using FreeWheel’s technology.
“The TV ad marketplace is very complex and when we thought about who is doing a great job helping advertisers to cut through that clutter and drive ROI, FreeWheel clearly stood out,” said FOX SVP of Advertising Technology Solutions Darren Sherriff. “We’re thrilled to be able to offer our advertising partners a powerful way to reach engaged audiences across the entire Fox portfolio, including our premium live sports events, while prioritizing and protecting the viewer experience.”
The new long-term deal expands on FreeWheel’s previous relationship with FOX.
