Fox Corporation and global ad tech leader The Trade Desk have expanded their partnership to enhance advertising innovation across Fox’s portfolio. This collaboration aims to help advertisers reach their audiences more effectively and measure campaign performance to achieve their business goals.
Paul Cheesbrough, CEO at Tubi Media Group (Fox Corporation) said “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. 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 Unified ID 2.0 (UID2) and OpenPath has set the stage for extending these technologies throughout Fox’s entire portfolio via AdRise. As the industry builds a new identity fabric across all advertising channels, Fox is leveraging UID2 for more precise addressable inventory transactions and OpenPath for easier, direct access to its premium inventory.
Jeff Green, CEO and Founder at The Trade Desk said “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. 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.”
AdRise, acquired by Fox as part of its 2020 Tubi acquisition, is an advanced ad tech platform designed for CTV and linear inventory. It has evolved into a comprehensive platform under the Tubi Media Group, providing unique and direct access to Fox’s entire range of brands, including Fox Sports, Fox Entertainment, Fox News Media, and Tubi.
This expanded partnership underscores The Trade Desk and Fox’s commitment to providing innovative solutions that meet the evolving needs of advertisers, enabling them to navigate the complex digital advertising landscape with greater precision and efficiency.
