NEW YORK — The Comcast-owned TV advertising technology platform FreeWheel has been selected by Fox Corporation as a partner to enable its OneFOX video inventory across the company’s entertainment, sports, streaming and news portfolio.
The announcement, FOX says, is part of a continuing strategy “of providing more innovative advertising tools and resources to further deliver integration and alignment with its industry-leading brands, as well as enhancing an advertiser’s return on investment through effective innovative solutions.”
With this agreement, FreeWheel will work with FOX to manage direct sold advertising campaigns across “premium content” from FOX News Media, FOX Sports, FOX Entertainment, and “FAST” channel platform Tubi.
Additionally, the agreement allows both parties to bring forth new opportunities addressing current industry needs, including:
· Unified video inventory, ease of management for campaigns running across Fox’s portfolio
· Additional data and insights capabilities that are available by unifying execution across this portfolio
· Working smarter to find target audiences
“Across Fox, we continue to work with our advertising partners to create the optimal environment for brand messages to efficiently reach the right audiences across the company’s industry-leading portfolio of brands and platforms,” said Dan Callahan, SVP of Data Strategy and Sales Innovation at Fox Corporation. “Our partnership with FreeWheel further brings this vision to life and we look forward to collaborating with them to further elevate the overall advertising and viewing experience.”
FreeWheel General Manager Mark McKee added, “By teaming up, we can help solve for many of today’s pressing industry issues, including the need to unify supply across different inventory pools in an increasingly fragmented marketplace, reduce waste, optimize efficiency and reach the right audiences. In doing so, we’re helping to pave the way for a better overall ad – and user – experience across the ecosystem.”
