FOX Advertising Enhances Its Converged Media Platform Through New Collaborations with Experian & TransUnion and Its Expanded Relationship with LiveRamp

Rhea-AI Summary

FOX Advertising has announced significant enhancements to its converged media platform OneFOX through new partnerships with Experian and TransUnion, while expanding its existing relationship with LiveRamp. The platform unifies inventory and audiences across linear, streaming, and digital channels through FOX's proprietary AdRise technology. The integration will combine FOX's first-party data with partner capabilities to create detailed audience segments, enabling advertisers to target specific demographics, lifestyle preferences, and purchase intent across FOX Entertainment, FOX Sports, FOX News Media, and Tubi. The privacy-conscious platform will offer unified reach and frequency controls, smarter creative decisioning, and enhanced audience matching capabilities, aiming to deliver more precise and effective advertising solutions across the entire FOX portfolio.

Positive

• Enhanced targeting capabilities through integration with major data providers (Experian, TransUnion, LiveRamp)
• Unified platform across all FOX properties (Entertainment, Sports, News, Tubi) improving advertising efficiency
• Improved audience segmentation and targeting precision through combined first-party and partner data
• Privacy-conscious approach to data integration and audience targeting

Negative

• None.

Insights

Media Technology Analyst

FOX's partnership with data giants strengthens its ad platform, potentially boosting revenue through enhanced targeting capabilities.

FOX Advertising is making a strategic move by enhancing its converged media platform through new collaborations with data powerhouses Experian and TransUnion, while expanding its existing relationship with LiveRamp. This integration aims to significantly improve audience targeting across FOX's entire portfolio of properties.

The enhanced platform, called OneFOX, will unify inventory and audiences across linear television, streaming services, and digital properties. By combining FOX's first-party data with the identity and attribute data from these partners, the company is creating a more sophisticated advertising ecosystem that can deliver more precise audience targeting and improved performance metrics for advertisers.

This development addresses a critical challenge in today's fragmented media landscape. The ability to harmonize previously disconnected data points into a unified audience view gives FOX a competitive advantage in the advertising marketplace. Advertisers will benefit from enhanced capabilities including audience matching at scale, smarter creative decisioning, and unified reach and frequency controls across all FOX properties - from FOX Entertainment and FOX Sports to FOX News Media and Tubi.

What's particularly valuable here is that FOX is building a privacy-conscious, outcome-driven platform that can span their entire media footprint. This creates a more compelling proposition for advertisers looking to reach specific audience segments efficiently across multiple channels, potentially strengthening FOX's advertising revenue streams in an increasingly competitive digital advertising market.

Integration Will Deliver Expansive Coverage Across FOX Properties for Advertisers

NEW YORK, June 11, 2025 /PRNewswire/ -- Today, FOX Advertising announced the latest upcoming enhancement to its converged media platform, powered by AdRise, underscoring the importance of audience intelligence – bringing together the powerful combination of offline and digital identity along with verticalized audience attributes spanning categories that include demographics, lifestyle, hobbies and purchase intent.

FOX's proprietary platform unifies inventory and audiences across linear, streaming and digital through a seamless, efficient, highly targeted media buying experience. FOX is expanding this platform to include data integrations with TransUnion and Experian that will give advertisers the ability to seamlessly reach audiences across the FOX footprint.

OneFOX will be powered by augmenting FOX's first-party data with TransUnion, Experian and LiveRamp's capabilities so that advertisers can target custom segments and reach the right audiences.

Through this integration, FOX will create audience segments and layer on key attributes, providing a more holistic look at a desired audience. By harmonizing once disparate data points into one unified audience view, OneFOX will deliver a seamless, signal-based platform for brands to reach their most valuable consumers across FOX Entertainment, FOX Sports, FOX News Media and Tubi.

"FOX's converged media platform was purposefully built to unify our portfolio," said Stephano Kim, Chief Strategy and Operations Officer, FOX Advertising. "By layering in FOX's first-party data backed by insights and audience attributes from Experian, TransUnion and LiveRamp, we will deepen the platform's precision and performance, turning data and insights into intelligence that drives audience activation and creates opportunities for businesses and consumers alike."

This integration will result in a platform that is privacy-conscious and outcome driven:

• Matching audiences at scale
• Unlocking smarter creative decisioning, informed by contextual signals and delivering greater resonance
• Enabling audience activation across linear and streaming with unified reach and frequency controls
• Creating audience segments that are based on key attributes, giving advertisers expansive access to their desired audience

"We're excited to help power OneFOX with Experian's product suite," said Chris Feo, Chief Business Officer, Experian. "By integrating data from our identity graph and audience attributes, FOX can merge offline and digital signals into a single view, uncover high-value segments, and help advertisers reach them across every FOX screen—from primetime and FOX Sports to Tubi—while seeing results faster, all within one seamless workflow."

"TransUnion has been a trusted partner of FOX and Tubi for years, and we're excited to deepen that relationship across the broader FOX ecosystem," said Julie Clark, Senior Vice President of Media and Entertainment, TransUnion. "With our long-standing expertise in identity, we've been at the forefront of enabling meaningful connections between audiences and content. This expanded partnership reinforces TransUnion's critical role in powering data-driven television and delivering the precision and scale that today's media landscape demands."

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

FAQ

What is FOX's new advertising platform enhancement about?

FOX is enhancing its converged media platform OneFOX by integrating with Experian and TransUnion, and expanding its LiveRamp partnership to improve audience targeting and segmentation across all FOX properties.

How will the new FOX advertising platform benefit advertisers?

Advertisers will benefit from unified inventory access, improved audience targeting, seamless media buying, and better reach across FOX's entire portfolio including Entertainment, Sports, News Media, and Tubi.

What data capabilities are being added to FOX's advertising platform?

The platform will combine FOX's first-party data with Experian, TransUnion, and LiveRamp's capabilities to create detailed audience segments based on demographics, lifestyle, hobbies, and purchase intent.

What FOX properties are included in the enhanced advertising platform?

The platform covers FOX Entertainment, FOX Sports, FOX News Media, and Tubi, unifying audience targeting across linear, streaming, and digital channels.

How does FOX's new advertising platform handle privacy concerns?

The platform is designed to be privacy-conscious while delivering outcome-driven results, using unified audience matching and segmentation capabilities.