Fox Corp. announces newly expanded partnership with FreeWheel

Fox Corp. announced that through its newly expanded partnership with FreeWheel, a global technology platform for the television advertising industry, it will expand its dynamic ad insertion capabilities and rollout new co-developed targeting technology. FreeWheel will also become Fox‘s primary ad serving partner across the entire One Fox enterprise. FreeWheel’s technology will now power Fox’s ability to offer dynamic ad insertion in College Football, allowing advertisers to purchase more premium live sports inventory from Fox while also incorporating a variety of features to provide an optimal viewing experience for audiences. Fox’s AdRise and FreeWheel have also partnered to build technology that can enrich an ad opportunity with contextual signals ranging from specific player or team information to the type of play or score happening in the live game. This further allows advertisers to purchase One Fox inventory in high attention moments where audiences are paying closer attention to the onscreen action. The move comes as Fox furthers its shift toward automated forms of ad transactions. FreeWheel will utilize capabilities across its portfolio, including Beeswax, to create a unified pool of premium video ad inventory across the entire One Fox portfolio that can be more directly available to marketers using FreeWheel’s technology. This long-term deal expands on FreeWheel’s previous relationship with Fox. In November 2022, Fox Corporation announced that it had tapped FreeWheel to power its One FOX video inventory across the company’s leading entertainment, sports, streaming and news portfolio.