Fox Corp. has inked a deal with supply-side platform Magnite to give marketers programmatic access to advertising inventory from the company’s OneFOX platform, which unifies Fox’s inventory across all its TV and media businesses.
This includes ad avails from all connected TV (CTV), streaming, AVOD (advertising video-on-demand) and FAST (free, advertising-supported TV). This includes Fox’s Tubi free, ad-supported, on-demand platform.
The deal will allow advertisers to create a unified plan for their private marketplace (PMP), with guaranteed metrics of campaigns.
Earlier this month, Fox struck a multi-year measurement partnership with Innovid for its cross-platform TV service.
Fox is focusing on boosting business for Tubi, its free, ad-supported streaming service.
In January, advanced advertising company OpenAP started up a supply-side platform, which includes Fox using the service.
NBCUniversal, Paramount Global, Fox and Warner Bros. Discovery are TV network owners of OpenAP.
OpenAP recently added Snowflake Ventures as a minority investor.
In 2021, Fox struck a deal with FreeWheel for programmatic trading of addressable set-top box, video-on-demand inventory for targeted advertising to Comcast TV households.
The Trade Desk was the first demand side platform to integrate inventory to execute addressable guaranteed campaigns.