Fox Advertising has launched an AI-powered platform called OneFox, a converged media platform for its numerous entertainment channels.
OneFox will build contextual and more personalised experiences for viewers and “increase ad efficacy for advertisers,” the company said.
The platform is powered by AdRise, Fox’s integrated tech platform for CTV and linear inventory, and will bring about AI optimisation, media planning and predictive analytics and insights to advertisers.
The new tool uses audience and contextual signals to create personalised adverts, whilst targeting ads using audience identification and matching through machine learning.
In a press release, Fox Corp said the new tool has converged audience insights and predictive models that can plan campaigns.
The tool can also give real-time insights that align with business strategies.
OneFox will be used across the company’s portfolio, including for Fox Entertainment, Fox Sports, Fox News Media, and Tubi.
Full roll out of the product will be in October, with the beta version released in the coming months.
“There is a lot of buzz about AI, but we’re actually seeing a growing number of partners and customers experiment with AI-driven audience modelling and advanced targeting that will dramatically enhance current identity-based infrastructures,” said Stephano Kim, Chief Strategy and Operations Officer, FOX Ad Sales.
“As we lean into protecting consumer data and their privacy, we are looking for better alternatives to connecting brands and their consumers in a safe and compliant way.”
