FOX and The Trade Desk Expand Partnership

In the US, broadcasting group FOX Corporation has expanded its partnership with ad tech firm The Trade Desk, to offer advertisers help in reaching their audiences and measuring campaign performance.

FOX provides news, sports and entertainment content, and its FOX Entertainment subsidiary includes ad-supported streaming service Tubi. FOX's acquisition of Tubi in 2020 included AdRise, an advanced, purpose-built ad technology platform for CTV and linear inventory - as Tubi Media Group this has now become an enterprise-wide platform for FOX, giving advertisers access to the latter's entire portfolio of brands.

The Trade Desk, based in Ventura, CA, operates a self-service platform allowing ad buyers to create, manage and optimize digital campaigns across ad formats and devices. The new offering taps the Unified ID 2.0 (UID2) identity system adopted a while back by Tubi, to promise more precise addressable inventory with greater precision, and The Trade Desk's OpenPath technology to provide advertisers easier, more direct access to the group's premium inventory.

Tubi Media Group CEO Paul Cheesbrough says the extended relationship with The Trade Desk 'builds upon many successful years of working with each other and signals the next chapter - one where we move towards a more deeply integrated marketplace and collaborate around key industry issues like transparency and identity'.

Trade Desk CEO and founder Jeff Green (pictured) says the partnership with FOX 'moves the industry forward towards an addressable and efficient marketplace'. He comments: 'By combining Unified ID 2.0 and OpenPath, FOX's forward-leaning approach to innovation represents a major opportunity for advertisers to apply data to their media investments on the premium, open Internet'.

The firms are online at www.foxcorporation.com and www.thetradedesk.com