Fox Unveils Ad Tech to Match Advertisers With Expanding Fox News Content

variety.com:

Brian Steinberg Senior TV EditorFox Corporation wants Madison Avenue to understand that Fox News doesn’t always mean hard-news content.As the company’s biggest generator of operating profit expands into weather news and lifestyle shows, its ad-tech division is offering new tools aimed at helping advertisers find the exact types of digital content they want to support.

Fox Corp. on Wednesday unveiled a proprietary technology it calls Atlas to a group of advertisers meeting in Los Angeles, with a mission to help them match commercials with specific types of digital programming.“We have so many new lifestyle elements — Fox Weather, Fox Business Prime and on digital,” Jeff Collins, executive vice president of advertising sales for Fox News Media, says in an interview. “Having a technology like this we can take to marketers allows them to align their brand with the right context at scale.” Media companies of all stripes are rushing to accommodate a growing array of advertisers who are buying via programmatic means, or with software that uses algorithms to  place commercials alongside content aimed at reaching narrower bands of consumer types.

On Tuesday, NBCUniversal held an advertisers presentation in New York that burnished some of its growing abilities in these areas.