FOX and FreeWheel Partner to Bring Programmatic Addressable Capabilities to Set-Top Box Video on Demand Across Comcast Footpr...
March 25 2021 - 7:00AM
Business Wire
The Trade Desk is first integration partner,
enabling advertisers to access FOX VOD addressable inventory
through their platform.
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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210325005087/en/
“Advertisers continue to recognize that television remains the
best platform for reaching a mass audience in a premium environment
and to drive greater brand awareness,” said Dan Callahan, SVP of
Data Strategy and Sales Innovation for FOX. “As audience viewing
patterns increase across more platforms, FOX continues to focus on
expanding our addressable capabilities and offering advertising
partners multiple solutions for their media plans. Our partnership
with FreeWheel enables us to deliver targeted advertising to
Comcast households who are watching FOX’s popular series on their
VOD platform.”
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.
“Advertisers continue to crave more inventory from TV networks
and their supply side partners, which is why this combined solution
from FOX and Freewheel hits the mark,” said Jon Tabak, GM,
Strategic Partnerships, The Trade Desk. “Historically, TV has been
somewhat of a blind spot from a digital advertising perspective. By
further expanding our platform’s reach in the TV ecosystem, our
clients have a clearer picture of their advertising investment and
total impact across screens and devices, especially the biggest
screen in the room.”
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.
“At FreeWheel, we believe in the power of Premium Programmatic,
which must extend across all platforms where premium content is
being viewed. FOX and The Trade Desk have been tremendous partners
in working on this important VOD development that brings data and
automation to such an important, and still untapped, growth area
for television advertising,” said Dave Clark, General Manager,
FreeWheel. “It truly illustrates that technology can help
programmers and advertisers work together in a way that elevates
the opportunities for both.”
FOX and FreeWheel expect additional integrations with demand
partners in the coming months.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement, and convergent
marketplaces required to ensure buyers and sellers can transact
across all screens, across all data types, and all sales channels,
in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
freewheel.com, and follow us on Twitter and LinkedIn.
About Fox Corporation
Fox Corporation produces and distributes compelling news, sports
and entertainment content through its iconic domestic brands
including: FOX News Media, FOX Sports, FOX Entertainment and FOX
Television Stations. 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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210325005087/en/
Media FreeWheel Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@Comcast.com
FOX Sal Petruzzi 908-803-8072 Sal.petruzzi@fox.com
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