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Fox isn’t giving up on linear TV anytime soon.
What’s happening:
Today, Fox Networks announced that it’s utilizing DatafuelX to provide optimized data-driven linear (DDL) media plans.
Why it’s happening:
DatafuelX, which utilizes analytics and technology for multi-currency, cross-platform solutions, noted that Fox will leverage its full-service SaaS platform, M3, to provide DDL media plans against advertiser advanced audience targets on transactions using Nielsen (both panel and big data) and VideoAmp.
The news comes as upfront negotiations are kicking into high gear.
“With the industry shifting to an audience-centric, multi-currency marketplace, it’s critical for sellers to provide marketers with agnostic solutions that can effectively forecast, optimize and steward deals against any currency and any audience to drive outcomes,” Jay Amato, CEO at DatafuelX, said in a statement. “With M3, Fox can do just that to assure buyers of the value their inventory offers, realize greater yield and ultimately increase revenue.”
Fox will be implemented on DatafuelX’s M3 platform for third-quarter campaigns across its networks and cable properties. Additionally, according to the company, Fox will utilize DatafuelX’s DemoPlus, a customer-centric solution within M3 that expands reach beyond DDL for a more comprehensive demo inventory. The solution provides Fox with even more targeting precision on linear.
“Today, it is table stakes for buyers to have more precise advanced audience guarantees, and data-driven linear provides just that,” said Darren Sherriff, svp of advanced ad solutions at Fox. “With our trusted partner DatafuelX, we are confident that M3 will provide us with the tools to optimize opportunities in this space.”
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What else to know:
Ahead of TV upfront week, media buyers told ADWEEK that this year’s upfront would be all about streaming; however, several mentioned that data-driven linear would also be a topic of conversation.
Though not as dynamic as addressable TV, DDL allows marketers to make more automated linear TV buys. With the tech, advertisers can get more targeted linear, going beyond age and gender demos without sacrificing scale.
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