FOX Unveils Evolved AdRise Platform to Power OneFOX Audience Network
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Insights
The expansion of FOX Corporation's AdRise platform represents a strategic move in the media and advertising industry, particularly in the context of Connected TV (CTV) and linear advertising integration. The ability to offer a seamless media buying experience across various platforms, including TV OS, web, gaming and mobile devices, is indicative of the ongoing trend towards cross-platform advertising solutions. By consolidating inventory and audience access, FOX is positioning itself to capture a larger share of advertising budgets, particularly as advertisers seek more efficient and targeted methods to reach their desired audiences.
Furthermore, the integration of advanced data analytics through partnerships with AWS Clean Rooms and Snowflake, as well as direct Demand Side Platform integrations, suggests a competitive edge in the customization and precision of ad delivery. This could potentially lead to higher ad revenues for FOX, driven by increased demand from advertisers looking for more sophisticated targeting capabilities. The impact on FOX's financial performance could become more pronounced as the AdRise platform gains traction and translates into increased ad sales.
The technical evolution of AdRise as an enterprise-wide platform for FOX underscores the importance of ad tech innovation in maintaining and growing ad revenue streams. Server to Server (S2S) ad serving and an ad experimentation framework are particularly noteworthy advancements. S2S ad serving allows for faster and more reliable ad delivery, which can improve the user experience and, by extension, viewer engagement with ads. An ad experimentation framework enables advertisers to test and optimize their campaigns in real-time, leading to more effective ad spending.
The synergy between linear and streaming advertising, as emphasized by FOX, is a forward-thinking approach in an industry where traditional TV viewing habits are rapidly changing. This hybrid model leverages the reach of linear TV while incorporating the data-driven precision of digital advertising. The long-term benefits could include not only increased ad revenue but also a more robust and resilient advertising model that adapts to shifts in consumer media consumption.
From a financial perspective, the investment in ad tech and the subsequent launch of the AdRise platform could be a significant driver of growth for FOX Corporation. As FOX increases its focus on ad technology, the potential for higher-margin revenue from targeted advertising becomes more substantial. The emphasis on ease of transaction and effectiveness for the FOX Portfolio could attract a broader range of advertising clients, contributing to revenue diversification.
Investors should monitor the adoption rate of the AdRise platform among advertising clients and the subsequent impact on FOX's advertising revenue. While initial investments in technology may weigh on near-term margins, the long-term potential for enhanced targeting and inventory management could lead to improved financial outcomes. It will be important to assess future financial reports for evidence of AdRise's contribution to top-line growth and margin expansion.
Acquired as part of the Tubi deal in 2020, AdRise is an advanced, integrated technology platform for CTV and linear inventory that has evolved into an enterprise-wide platform for FOX. AdRise will now power OneFOX, FOX's cross portfolio inventory product which includes FOX Sports, FOX Entertainment, FOX News Media and Tubi.
"AdRise has a reputation as a first mover in CTV advertising and has pioneered and underpinned the growth of our Tubi streaming business from the very beginning. We're now extending the team and technology platform to power our audience network and video inventory across all of FOX, unlocking unique value for our agency and advertising partners," said Paul Cheesbrough, CEO of Tubi Media Group.
Advertising clients can now leverage the AdRise platform to unify inventory and audiences across linear, streaming and digital through a seamless, efficient, highly targeted media buying experience. It also provides inventory access and unified planning against streaming and linear video content across TV OS, web, gaming and mobile device platforms. The platform includes partnerships unlocking data integrations through AWS Clean Rooms and Snowflake, direct Demand Side Platform (DSP) integrations, Server to Server (S2S) ad serving and an ad experimentation framework.
"Our approach with AdRise breaks down the walls between media ecosystems, merging the scale of linear and the targeting of streaming into one centralized system," said Jeff Collins, President of Advertising Sales, Marketing and Brand Partnerships for Fox Corporation. "We've increased our focus and investment in ad tech to develop the tools brands need for today's evolving environment. In doing so, we're ensuring that transacting with the FOX Portfolio – no matter the mix of platforms – is easy, frictionless and, most importantly, effective."
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.
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SOURCE Fox Corporation
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