AI-driven OneFox platform positions Fox as a leader in converged media

Fox Advertising is making a tech play as AI dominates the upfront season, unveiling its OneFox converged media platform. The launch occurred just ahead of its crucial upfront week presentation.

AI-powered precision: The AdRise-powered platform leverages AI for enhanced media planning and personalized ad experiences across Fox’s portfolio. The goal is simply to deliver better ROI for advertisers and signals Fox’s intent to lead in ad-tech. OneFox harnesses audience and contextual signals, plus behavioral and creative analytics, to craft personalized ad experiences and boost efficacy. The platform uses AI-driven audience identification and matching, moving beyond traditional identity reliance toward outcome-focused inferences. Fox says this approach will help evolve retail media networks into “true secure data co-ops.”

Upfront timing: The announcement’s timing clearly aims to capture advertiser attention during the key selling season, letting marketers factor OneFox’s capabilities into their upfront commitments. “The emergence of AI has required us all to rethink our approach to data and technology,” Jeff Collins, Fox Ad Sales President, exclusively told Adweek. “AI tools and technology are maturing rapidly, allowing our clients to improve performance and increase efficiency.”

Enhanced capabilities: Fox’s new platform offers planning through predictive models, surfacing optimal campaign strategies across its diverse content. It also provides unified activation of converged audience insights across linear, addressable, and digital media. Furthermore, OneFox delivers outcome-based measurement with real-time insights that tie media strategies directly to business objectives like sales lift.

Building on momentum: AdRise began building the foundational technology for OneFox over a year ago. Fox’s existing OneFox portfolio, which facilitates buying across its offerings, already saw its volume grow threefold year-over-year in the last upfront, Adweek reported.

Privacy and future: Stephano Kim, Fox Ad Sales Chief Strategy and Operations Officer, emphasized the platform’s data privacy approach. “As we lean into protecting consumer data and their privacy, we are looking for better alternatives to connecting brands and their consumers in a safe and compliant way,” Kim stated in a press release. The OneFox platform will launch a beta release in the coming months before a full rollout slated for October.