FOX dives into the market of programmatic TV

Toby Byrne, president of Advertising Sales at FOX Networks Group, announced that the TV network will make available its national cable inventory through a private exchange that allows advertisers greater automation and depth in the usefulness of data. They are introducing new data capabilities and target guarantees.Initially, the network´s inventory will not be available and the programmatic platform does not include purchases in real time. “We are using technology and automation to improve the transaction process”, explained Byrne.FOX is formalizing its data targeting and optimization on a platform called Audience Insights Manager, where different tools are available to improve the efficiency of advertising purchases on TV. One of the products they offer is the Target Audience Guarantee, in the aim that advertisers make the best purchases on FOX’s linear and nonlinear properties. Byrne stated that he expects to have in-depth conversations with brands and marketing executives that are interested, to delve deeper into the features of these new products. FOX’s move is due to the upfront season in which networks and all the advertising environment are trying to produce their own data to gain their independence from Nielsen.