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Fox to Launch a Platform to Assist Brands in Ad Targeting

Fox | March 28, 2022

Fox is set to launch a platform called ‘Atlas’ to assist brands with their ad targeting in digital video. The announcement was made at Fox’s Content Drives Commerce Brand Partnership Summit on March 23. Marketers are looking for new ways to approach their customers amid third-party data crackdowns.

Atlas will initially roll out as two different products: Fox Navigator and Fox Shield. Fox Navigator will allow brands to contextually align their ads with their targeted audiences. On the other hand, Fox Shield will cater to brand suitability by pairing ads with relevant content. Both the products will be available across Fox Media brands.

Atlas leverages artificial intelligence to detect what is appearing on screen visually in real-time. It allows advertisers to display their ads alongside a suitable and relevant video.

“We built Atlas for the modern era. As the media landscape continues to evolve, traditional solutions have not served the buy-side or the sell-side well. In a world where context now matters more than ever, Atlas provides a new and precise level of insight and segmentation that will give buyers confidence when transacting with Fox.”

John Fiedler, executive VP and head of ad technology at Fox

Atlas will compete with platforms from other media companies catering to advertisers with digital video solutions after crackdowns were enforced on third-party data.

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Who’s spending big on social media advertising?

This week, during the unveiling of Q2 results, Facebook announced its revenues had increased by 45% year-on-year, up to an eye-watering £7.09bn between the period of April and June. Advertisement. Profits climbed 71% to $3.9bn, driven almost entirely by a stratospheric increase in advertising spend. Across all social networks, advertising spend is on the rise; even Twitter which, despite a disastrous Q2 results announcement, saw advertising revenue exceed the $458.1 million estimate, hitting $489m for the quarter.

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