FOX AND THE TRADE DESK ANNOUNCE EXTENSIVE ADVERTISING INTEGRATIONS ACROSS FOX PORTFOLIO
Rhea-AI Summary
Fox (NASDAQ: FOX) and The Trade Desk (NASDAQ: TTD) have announced an expanded partnership focused on advertising innovations across Fox's portfolio. This collaboration integrates Unified ID 2.0 and OpenPath technologies through the AdRise platform, enhancing addressable inventory precision and direct access to premium inventory. Tubi, part of Fox since 2020, will use these technologies across all Fox brands, including Fox Sports and Fox News Media. This partnership aims to create value for advertisers and advance industry transparency and identity standards. Fox CEO Paul Cheesbrough highlights the importance of this integration for engaging authenticated audiences at scale.
Positive
- Expanded partnership with The Trade Desk enhances advertising innovation.
- Integration of Unified ID 2.0 and OpenPath through AdRise.
- Improved precision and direct access to premium inventory for advertisers.
- Fox's approach to leveraging new identity fabric industry-wide.
Negative
- None.
News Market Reaction – FOX
On the day this news was published, FOX gained 2.24%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Partnership Anchored Around Premium Content and Open Internet Industry Collaboration
Expanded Integration of Unified ID 2.0 and OpenPath Through AdRise
Commitment to Work Together Around Identity and CTV Authentication
"The commitment to the deepening of our relationship with The Trade Desk highlights our belief in their vision for premium content and a more open Internet. Through our market leading brands and our AdRise technology platform, FOX and Tubi are at the forefront of enabling new and impactful ways for advertisers to reach and engage with authenticated audiences, at scale," said Paul Cheesbrough, Chief Executive Officer, Tubi Media Group. "Our extended partnership with The Trade Desk builds upon many successful years of working with each other and signals the next chapter – one where we move towards a more deeply integrated marketplace and collaborate around key industry issues like transparency and identity."
Tubi's early adoption of both Unified ID 2.0 (UID2) and OpenPath paved the way to extend these technologies across the entire FOX portfolio through AdRise. At a key moment where the industry is building a new identity fabric that functions across all advertising channels, FOX is leveraging UID2 to offer advertisers the tools to transact on addressable inventory with greater precision, and OpenPath to provide advertisers easier, more direct access to its premium inventory.
"Our partnership with FOX represents a win-win for advertisers and the industry at large. It not only creates value for our shared advertisers but moves the industry forward towards an addressable and efficient marketplace. By combining Unified ID 2.0 and OpenPath, FOX's forward-leaning approach to innovation represents a major opportunity for advertisers to apply data to their media investments on the premium, open internet," said Jeff Green, The Trade Desk CEO and Founder. "In doing so, FOX is pioneering price discovery and helping create the new identity fabric of the open internet. This latest innovation in the long-term partnership between FOX and The Trade Desk represents a step forward for our industry."
Part of FOX's acquisition of Tubi in 2020, AdRise is an advanced, purpose-built ad technology platform for CTV and linear inventory. It has evolved into an enterprise-wide platform for FOX under the Tubi Media Group umbrella, offering unique and direct access to FOX's entire portfolio of brands, including FOX Sports, FOX Entertainment, FOX News Media and Tubi.
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 The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
View original content to download multimedia:https://www.prnewswire.com/news-releases/fox-and-the-trade-desk-announce-extensive-advertising-integrations-across-fox-portfolio-302176297.html
SOURCE Fox Corporation
FAQ
What is the date of the latest partnership announcement between Fox and The Trade Desk?
How will the new partnership between Fox and The Trade Desk benefit advertisers?
Which technologies are being integrated in the Fox and The Trade Desk partnership?
What specific Fox brands will utilize the new advertising technologies?
What is the purpose of the AdRise platform in the context of the Fox and The Trade Desk partnership?
