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Friday, June 14, 2024

Fox Corp Taps Magnite to Drive Programmatic Monetisation

Fox Corporation has announced a partnership with independent omnichannel sell-side advertising platform (SSP), Magnite, to serve as the launch partner to power programmatic campaigns for OneFOX video inventory across the company’s leading entertainment, sports, streaming and news portfolio.

FOX says the announcement is part of its continuing strategy of providing innovative advertising tools and resources to further deliver integration and alignment with its industry-leading brands, as well as enhancing an advertiser’s return on investment through effective innovative solutions.

OneFOX provides advertisers with seamless access to streaming audiences at scale and the opportunity to leverage the full power of FOX’s unmatched portfolio of premium content across all connected TV, streaming, AVOD and FAST video inventory.

Magnite will serve as a sell-side advertising platform connected to the OneFOX inventory. Together, FOX and Magnite will build custom technology solutions that further streamline the buying process and enable advertisers to create one simple and unified plan to deliver their private marketplace (PMP) and programmatic guaranteed campaigns across the FOX portfolio.

“In unifying our vast library of assets, we recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers,” said Dan Callahan, SVP Data Strategy and Sales Innovation at Fox Corporation. “Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with FOX audiences across all our properties. We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”

“With OneFOX, FOX has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency,” said Mike Laband, SVP, Programmatic Platforms at Magnite. “We look forward to building out technology to support this shift and streamline access to FOX’s suite of premium inventory for advertisers.”


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