FOX AND THE TRADE DESK ANNOUNCE EXTENSIVE ADVERTISING INTEGRATIONS ACROSS FOX PORTFOLIO
Fox (NASDAQ: FOX) and The Trade Desk (NASDAQ: TTD) have announced an expanded partnership focused on advertising innovations across Fox's portfolio. This collaboration integrates Unified ID 2.0 and OpenPath technologies through the AdRise platform, enhancing addressable inventory precision and direct access to premium inventory. Tubi, part of Fox since 2020, will use these technologies across all Fox brands, including Fox Sports and Fox News Media. This partnership aims to create value for advertisers and advance industry transparency and identity standards. Fox CEO Paul Cheesbrough highlights the importance of this integration for engaging authenticated audiences at scale.
- Expanded partnership with The Trade Desk enhances advertising innovation.
- Integration of Unified ID 2.0 and OpenPath through AdRise.
- Improved precision and direct access to premium inventory for advertisers.
- Fox's approach to leveraging new identity fabric industry-wide.
- None.
Insights
Fox Corporation and The Trade Desk have strategically enhanced their partnership, aiming to bolster their advertising capabilities. This deal underscores the shift towards more precise and efficient ad targeting, leveraging technologies like Unified ID 2.0 (UID2) and OpenPath.
From an investor’s perspective, this integration could result in a substantial improvement in ad revenue for Fox, given their access to The Trade Desk’s advanced programmatic advertising technologies. Improved data precision means higher efficiency in ad placements, translating to higher conversion rates and potentially higher
In the short term, investors might expect an increase in operational costs due to the integration and deployment of these technologies. However, the long-term benefits could far outweigh these initial investments. The enhanced targeting capabilities may attract premium advertisers who are willing to pay a premium rate for better targeted ads.
For The Trade Desk, this partnership further solidifies its market position as a leader in programmatic advertising. By collaborating with a major media entity like Fox, The Trade Desk not only enhances its credibility but also increases its addressable market. This move is likely to drive both companies' stock prices up in the coming months, as the market begins to recognize the long-term revenue potential.
The deeper integration of technologies like Unified ID 2.0 and OpenPath indicates a significant trend towards more transparent and data-driven advertising strategies. This move aligns well with the ongoing industry push towards better privacy compliance and data accuracy.
Unified ID 2.0 is an upgrade from traditional cookie-based targeting, providing more reliable and privacy-compliant identification across platforms. This is important as regulations around data privacy become stricter. For Fox, adopting UID2 means staying ahead of the curve in terms of compliance, which could safeguard it from potential regulatory pitfalls.
Additionally, the implementation of OpenPath simplifies the process for advertisers, offering more direct access to premium inventory, which is typically more sought after in the advertising world. This could result in better demand for Fox’s ad slots, thereby increasing
For investors, this indicates a push towards sustainable growth and resilience against evolving data privacy laws, which is a positive indicator for long-term stock value.
The use of advanced ad technologies such as AdRise, Unified ID 2.0 and OpenPath represents a significant technological upgrade for Fox’s advertising operations. AdRise, which began as a CTV and linear ad platform, now extends across the entire Fox portfolio, offering integrated and seamless ad placements.
UID2, in particular, offers a sophisticated alternative to cookies, leveraging hashed email addresses to ensure user privacy while still allowing for precise ad targeting. This not only ensures compliance with privacy laws but also enhances the accuracy of ad targeting. OpenPath further streamlines the path between advertisers and inventory, reducing friction and potential data loss along the way.
For retail investors, this means Fox is well-positioned to leverage cutting-edge technologies to maximize its ad revenue. The enhanced precision and efficiency could lead to better ROI (Return on Investment) for advertisers, potentially making Fox’s ad inventory more attractive and valuable.
However, integrating these advanced technologies may come with some initial technical challenges and costs, but the potential long-term benefits in terms of higher ad revenues and market competitiveness are significant.
Partnership Anchored Around Premium Content and Open Internet Industry Collaboration
Expanded Integration of Unified ID 2.0 and OpenPath Through AdRise
Commitment to Work Together Around Identity and CTV Authentication
"The commitment to the deepening of our relationship with The Trade Desk highlights our belief in their vision for premium content and a more open Internet. Through our market leading brands and our AdRise technology platform, FOX and Tubi are at the forefront of enabling new and impactful ways for advertisers to reach and engage with authenticated audiences, at scale," said Paul Cheesbrough, Chief Executive Officer, Tubi Media Group. "Our extended partnership with The Trade Desk builds upon many successful years of working with each other and signals the next chapter – one where we move towards a more deeply integrated marketplace and collaborate around key industry issues like transparency and identity."
Tubi's early adoption of both Unified ID 2.0 (UID2) and OpenPath paved the way to extend these technologies across the entire FOX portfolio through AdRise. At a key moment where the industry is building a new identity fabric that functions across all advertising channels, FOX is leveraging UID2 to offer advertisers the tools to transact on addressable inventory with greater precision, and OpenPath to provide advertisers easier, more direct access to its premium inventory.
"Our partnership with FOX represents a win-win for advertisers and the industry at large. It not only creates value for our shared advertisers but moves the industry forward towards an addressable and efficient marketplace. By combining Unified ID 2.0 and OpenPath, FOX's forward-leaning approach to innovation represents a major opportunity for advertisers to apply data to their media investments on the premium, open internet," said Jeff Green, The Trade Desk CEO and Founder. "In doing so, FOX is pioneering price discovery and helping create the new identity fabric of the open internet. This latest innovation in the long-term partnership between FOX and The Trade Desk represents a step forward for our industry."
Part of FOX's acquisition of Tubi in 2020, AdRise is an advanced, purpose-built ad technology platform for CTV and linear inventory. It has evolved into an enterprise-wide platform for FOX under the Tubi Media Group umbrella, offering unique and direct access to FOX's entire portfolio of brands, including FOX Sports, FOX Entertainment, FOX News Media and Tubi.
About Fox Corporation
Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, FOX Entertainment, FOX Television Stations and Tubi Media Group. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
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SOURCE Fox Corporation
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