#USA #New York #Experian #FOX Advertising #TransUnion

FOX Advertising Enhances Its Converged Media Platform

In a significant move to elevate its advertising capabilities, FOX Advertising has unveiled plans to enhance its converged media platform powered by AdRise. This upgrade emphasizes the vital role of audience intelligence and aims to integrate offline and digital identity seamlessly. With strategic collaborations with TransUnion and Experian, FOX seeks to refine ad targeting across its extensive portfolio, which includes FOX Entertainment, FOX Sports, and Tubi.

Unified Audience Intelligence

The core of FOX's strategy revolves around creating a unified audience profile that merges various data points, enabling advertisers to access a comprehensive understanding of their target demographics. This innovative platform will allow advertisers to tap into custom audience segments informed by critical attributes including lifestyle, hobbies, and purchasing behaviors.

As explained by Stephano Kim, Chief Strategy and Operations Officer at FOX Advertising, the focus is on combining FOX's first-party data with insights from Experian and TransUnion. This enhancement not only aims to deliver tailored advertising solutions but also aims to improve the overall efficiency of media buying. This seamless integration aims to empower brands by offering precise tools to engage with their most valuable consumers.

Expanded Integration with Data Solutions

The introduction of the OneFOX platform signifies a major step in bringing together diverse data sources into one coherent view. This includes the data capabilities of LiveRamp, which will further enhance audience targeting by providing more nuanced and layered audience attributes. The result is a privacy-conscious platform designed to respect consumer data while enabling advertisers to make informed decisions.

The integration aims to unlock smarter creative strategies informed by contextual signals, ultimately delivering messaging that resonates better with audiences. Furthermore, FOX will enable unified audience activation across both linear and streaming platforms, ensuring that advertisers can engage their customers effectively regardless of how they consume content.

This alliance seeks to broaden the access of advertisers to desired audiences, facilitating better reach and frequency control across FOX’s various mediums. Chris Feo, Chief Business Officer at Experian, expressed excitement about this integration, noting that the combination of their identity graph with FOX's capabilities will create opportunities for advertisers to identify high-value segments quickly and efficiently.

Strengthening Partnerships in Media

In alignment with its drive for deeper insights, FOX has been collaborating closely with TransUnion for years. Preparing to deepen this partnership, Julie Clark, VP of Media and Entertainment at TransUnion, affirmed their commitment to providing powerful identity solutions that foster meaningful connections between audiences and content.

As the media landscape continues to evolve, FOX's innovative approach is a testament to its commitment to leading the advertising industry. By harnessing the power of data analytics while maintaining consumer privacy, FOX aims to redefine how advertisers connect with audiences in an increasingly fragmented digital world.

Conclusion

FOX Advertising's enhancements to its converged media platform signify a robust step forward in the realm of audience targeting and advertising efficacy. By leveraging the strengths of key partnerships, FOX is poised to deliver unparalleled marketing outcomes, establishing itself as a leader in the dynamic advertising sector. Advertisers are now better equipped to reach their target audiences, ensuring relevance and engagement in their campaigns as they navigate the complexities of modern media consumption. As FOX continues to innovate, the landscape of advertising is set to witness transformative changes that align with the digital consumer's needs.