Brian Steinberg Senior TV EditorFox Corp. has partnered with Operative Media that will help Fox supervise all of the advertising inventory across its portfolio, a new sign of how media companies are evolving to track commercial buys across a wider array of different media types.Fox will weave Operative’s cloud native sales technology platform across its portfolio of entertainment, sports and news properties.
Doing so will let the company manage all advertising sales across linear, digital, and advanced audiences in a unified manner.
The move will also allow for near-real-time ad creative substitution, automation of rate cards and ratings, optimization capabilities while enabling the convergence of assets across all content verticals and.
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