Fox announced Wednesday it’s teamed up with Magnite to boost programmatic campaigns for OneFox, a platform that allows advertisers to buy inventory across Fox’s various media assets.
Under the deal, Magnite will serve as Fox’s sell-side partner for OneFox. The companies said advertisers can leverage Magnite to create a unified plan to deliver their private marketplace and programmatic guaranteed campaigns throughout Fox’s connected TV, AVOD and free ad-supported streaming TV (FAST) portfolio.
Those streaming apps include FAST service Tubi, Fox Sports, Fox Weather and others. News of the partnership comes shortly after Fox inked a deal with Innovid to enhance its cross platform measurement arsenal.
Dan Callahan, Fox’s SVP of data strategy and sales innovation, noted Fox “recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers.”
“Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with Fox audiences across all our properties,” he stated. “We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”
Mike Laband, SVP of programming platforms at Magnite, added, “With OneFox, Fox has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency.”
Programmatic, a method that automates and speeds up the process for buying and selling ads, has received significant traction in the ad tech space.
Comcast’s FreeWheel unit earlier this month unveiled new unified yield capabilities for publishers – allowing advertisers to access premium video inventory without sacrificing guaranteed deals.
Dish is also getting into programmatic ads. In September it tapped SeaChange and BeachFront to help run Dish’s new National Linear Programmatic (NLP) solution, which enables advertisers to make programmatic buys across Dish TV’s satellite and streaming services.
As for Fox, it has a steady foothold in the advertising space. During its second quarter earnings call, Fox CEO Lachlan Murdoch touted a successful 2022 upfront, and nearly 25% of the company’s current commitments are across Fox’s digital properties. Interestingly, Murdoch downplayed programmatic’s impact, noting it only makes up 10% of Fox’s advertising business.