Fox Corporation and FreeWheel Announce Expanded Partnership to Introduce Dynamic Ad Insertion for College Football on FOX and Proprietary AdRise Integration
June 12 2024 - 8:00AM
Business Wire
FreeWheel will programmatically enable Tubi,
and the entire One FOX portfolio, by serving as the company’s
primary monetization engine.
This agreement includes a proprietary
integration between FOX’s AdRise and FreeWheel to further drive
scale, access and a more simplified path to premium video ad
inventory.
Fox Corporation (Nasdaq: FOXA, FOX; “FOX” or the “Company”)
today announced that through its newly expanded partnership with
FreeWheel, a global technology platform for the television
advertising industry, it will expand its dynamic ad insertion
capabilities and rollout new co-developed targeting technology.
FreeWheel will also become FOX’s primary ad serving partner across
the entire One FOX enterprise.
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the full release here:
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FreeWheel’s technology will now power FOX’s ability to offer
dynamic ad insertion in College Football, allowing advertisers to
purchase more premium live sports inventory from FOX while also
incorporating a variety of features to provide an optimal viewing
experience for audiences.
FOX’s AdRise and FreeWheel have also partnered to build
technology that can enrich an ad opportunity with contextual
signals ranging from specific player or team information to the
type of play or score happening in the live game. This further
allows advertisers to purchase One FOX inventory in high attention
moments where audiences are paying closer attention to the onscreen
action.
The move comes as FOX furthers its shift toward automated forms
of ad transactions. FreeWheel will utilize capabilities across its
portfolio, including Beeswax, to create a unified pool of premium
video ad inventory across the entire One FOX portfolio that can be
more directly available to marketers using FreeWheel’s
technology.
“The TV ad marketplace is very complex and when we thought about
who is doing a great job helping advertisers to cut through that
clutter and drive ROI, FreeWheel clearly stood out,” said Darren
Sherriff, Senior Vice President, Advertising Technology Solutions,
FOX. “We’re thrilled to be able to offer our advertising partners a
powerful way to reach engaged audiences across the entire Fox
portfolio, including our premium live sports events, while
prioritizing and protecting the viewer experience.”
“We are excited and proud to strengthen our relationship with
FOX,” said Katy Loria, Chief Revenue Officer, FreeWheel. “Our
antidote to today’s complicated ad landscape is to provide
technology and solutions to help further accelerate the momentum,
growth and innovation behind premium video. As FOX’s primary ad
serving partner, we are looking forward to working with them – and
advertisers – to drive better business results.”
The collaboration brings synergistic benefits to advertisers
working with FOX and FreeWheel. Marketers, specifically, now have
the ability to access one, scaled FOX opportunity to drive
incremental audience reach. FOX, meanwhile, now has a simplified
way to package its ad inventory supply, particularly for
audience-based selling.
This long-term deal expands on FreeWheel’s previous relationship
with FOX. In November 2022, Fox Corporation announced that it had
tapped FreeWheel to power its One FOX video inventory across the
company’s leading entertainment, sports, streaming and news
portfolio.
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 FreeWheel FreeWheel empowers all segments of The
New TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement and convergent marketplaces
required to ensure buyers and sellers can transact across all
screens, across all data types, and all sales channels, in order to
ensure the ultimate goal – results for marketers. With offices in
New York, Chicago, London, Paris, Beijing, and across the globe,
FreeWheel, A Comcast Company, stands to advocate for the entire
industry through the FreeWheel Council for Premium Video. For more
information, please visit https://www.freewheel.com/, and follow us
on X and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240612824351/en/
Media: Fox Corporation Kathy Kelly-Brown
Kathy.kelly-brown@fox.com
FreeWheel Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@Comcast.com
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