Fox Unfolds Atlas Technology That Maps Out Contextual Ad Targets


Fox Corp. unveiled Atlas, a video technology platform that uses artificial intelligence to match commercials with contextually relevant content.

Atlas is being launched with two products. The first, Fox Navigator, focuses on contextual alignment, which puts advertisers in the right environment in real time, increasing engagement with viewers.

The second product, Fox Shield, provides brand suitability. During the upfront Fox News Media will offer Fox Shield to clients who make advertising commitments in Fox News Media digital video.

Fox announced the new products in connection with a pre-upfront meeting with advertisers in Los Angeles aimed at sharing upcoming Fox content and technology. 

“Atlas is another illustration of Fox’s commitment to providing solutions that deliver the necessary impact and outcomes for our ad partners,” said Jeff Collins, executive VP of ad sales at Fox News Media. “Contextual targeting will continue to grow in importance as third party data targeting options continue to decline. We are excited to offer advertisers greater precision when placing their ads across the FNM portfolio.”

Atlas was developed by the Fox ad technology unit. It uses artificial intelligence and on-screen visual detection to extract data that can be used to build advanced contextual segments. The data determines a video’s relevance and enables Fox to put an ad message in contextually resonant content.

“We built Atlas for the modern era,” said John Fiedler, executive VP and head of ad technology at Fox. “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.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.