Fox, Comcast's FreeWheel connect on set-top VoD advertising

Deal, which includes Fox's Tubi service, covers programmatic, addressable advertising for set-top box VoD across Comcast's footprint.

March 25, 2021

1 Min Read

NEW YORK – Today, Fox Corporation (Nasdaq: FOXA, FOX) announced that it has partnered with FreeWheel, a Comcast Company, to enable programmatic trading of addressable set-top box (STB) Video on Demand (VOD), marking an industry first for a television network. Through this partnership, FOX offers advertisers a path to execute addressable household-level campaigns on any of its content viewed On Demand within the Comcast Xfinity footprint. This adds to the programmatic trading capabilities for the FOX portfolio, including Tubi, the company's free AVOD platform available on Xfinity X1, Xfinity Flex and Cox Contour devices.

The Trade Desk is the first demand side platform (DSP) to complete the integration, enabling advertisers to execute addressable guaranteed campaigns on FOX VOD inventory. VOD viewing represents an increasing portion of most programmers' total viewing hours, enhancing the importance of bringing greater data-enablement and automation to this segment of the viewing population.

The partnership with FOX is part of FreeWheel's overall effort to build programmatic capabilities for addressable television. These capabilities will allow demand partners to target audiences against a programmer's VOD inventory on a guaranteed, fixed price, fixed volume basis. The goal is to allow advertisers to transact on television and premium video inventory in new ways that continue to meet their buying objectives, while opening up additional scale and increasing demand for media companies' valuable audiences.

FOX and FreeWheel expect additional integrations with demand partners in the coming months.

Fox Corp.

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