Fox Corporation is redefining how advertisers measure and connect with audiences, rolling out a suite of advanced technologies designed to bridge the gap between linear television and digital streaming. At the heart of this transformation is AdRise, a platform originally acquired through the 2020 purchase of Tubi, which has since evolved into the backbone of OneFOX, the company’s cross-portfolio audience network. This network now unifies inventory and targeting capabilities across FOX’s sprawling empire—FOX Sports, FOX Entertainment, FOX News Media, and Tubi—offering advertisers a seamless, data-driven way to reach consumers whether they’re watching live TV, streaming, or engaging on digital platforms.
The stakes are high. As consumer behavior continues to fragment across screens, advertisers are under pressure to prove the impact of their spending. Traditional metrics—like impressions or reach—no longer tell the full story. FOX’s new initiative, announced in April 2024 and further advanced in May 2025, is built on a foundation of AI-driven tools that promise to deliver real-time, outcome-based measurement. By harnessing audience signals, contextual data, and machine learning, the platform aims to align brand goals with the right content, audience, and touchpoint, ensuring every ad dollar is spent with precision.
What sets this apart is FOX’s commitment to breaking down the silos that have long separated linear and digital advertising ecosystems. AdRise now integrates data from AWS Clean Rooms and Snowflake, supports direct Demand Side Platform (DSP) connections, and offers server-to-server ad serving—all designed to streamline media buying and maximize ad efficacy. The platform’s latest iteration, unveiled in May 2025, introduces AI-powered planning tools that predict optimal campaign strategies, unified activation across linear and digital channels, and real-time measurement of business outcomes like sales lift and brand resonance.
The Evolution of AdRise: From Tubi to OneFOX
AdRise’s origins trace back to its role in powering Tubi’s streaming business, where it pioneered targeted advertising in the connected TV (CTV) space. Over the past four years, FOX has expanded its capabilities, transforming AdRise into an enterprise-wide solution. The platform now supports a unified inventory product, OneFOX, which aggregates content from FOX’s entire portfolio—including live sports, breaking news, and entertainment—into a single, addressable marketplace.
According to Paul Cheesbrough, CEO of Tubi Media Group, AdRise’s evolution is about “unlocking unique value for our agency and advertising partners” by merging the scale of traditional TV with the precision of digital streaming. This convergence is critical as advertisers seek to navigate an increasingly complex media landscape, where consumers expect personalized, relevant messaging across all screens.
Jeff Collins, President of Advertising Sales, Marketing and Brand Partnerships for Fox Corporation, emphasized the platform’s focus on frictionless, effective advertising: “Our approach with AdRise breaks down the walls between media ecosystems, merging the scale of linear and the targeting of streaming into one centralized system.”
AI and Data: The Future of Advertising Impact
The latest iteration of OneFOX, launched in May 2025, is powered by AI and designed to move beyond traditional identity-based targeting. Instead, the platform relies on AI-driven matches and inferences to connect brands with consumers in a privacy-compliant manner. This shift is in response to growing concerns about data privacy and the limitations of cookie-based tracking, as well as the rise of clean-room data solutions and retail media networks.
Stephano Kim, Chief Strategy and Operations Officer for FOX Ad Sales, highlighted the industry’s growing interest in AI-driven audience modeling: “There is a lot of buzz about AI, but we’re actually seeing a growing number of partners and customers experiment with advanced targeting that will dramatically enhance current identity-based infrastructures.” The new platform is positioned to help advertisers maximize the impact of their campaigns by aligning them with FOX’s premium live, on-demand, and digital content.
Key Capabilities of the OneFOX Platform
The OneFOX platform introduces several innovative features designed to enhance advertisers’ ability to measure and optimize their campaigns:
- AI-Powered Planning: Predictive models surface optimal campaign strategies across genres and platforms, from live sports events to breaking news.
- Unified Activation: Converged audience insights enable holistic planning and activation across linear, addressable, and digital media.
- Outcome-Based Measurement: Real-time insights tie media strategies directly to business outcomes, including sales lift, engagement, and brand resonance.
These capabilities are set to be showcased during the 2025 Upfront season, a critical event where advertisers make multi-million-dollar commitments to TV and streaming inventory. By offering a unified solution, FOX aims to position itself as a one-stop shop for brands looking to engage with audiences across all its platforms.
Who Stands to Benefit?
The rollout of OneFOX and AdRise is a game-changer for several key stakeholders:
- Advertisers: Brands can now access a unified inventory and leverage AI-driven tools to optimize their ad spend, ensuring higher engagement and better ROI.
- Agencies: Media buyers gain access to a seamless, integrated platform that simplifies the process of planning and activating campaigns across multiple screens.
- Consumers: Viewers benefit from more relevant, personalized ad experiences tailored to their interests and behaviors.
- FOX’s Content Brands: FOX Sports, FOX Entertainment, FOX News Media, and Tubi can monetize their content more effectively by offering targeted, high-value ad placements.
Challenges and Considerations
While the potential benefits are significant, the integration of AI and data-driven advertising also raises critical questions about privacy, transparency, and the effectiveness of new measurement tools. FOX has emphasized its commitment to protecting consumer data and complying with privacy regulations, but the industry at large continues to grapple with how to balance targeted advertising with user privacy.
the success of OneFOX will depend on its ability to deliver measurable results for advertisers. As the platform matures, it will be crucial for FOX to demonstrate tangible outcomes—such as increased sales lift or brand awareness—beyond traditional metrics like viewership or engagement.
What’s Next for FOX and the Advertising Industry?
Looking ahead, FOX’s investment in AdRise and OneFOX signals a broader industry shift toward integrated, data-driven advertising. The company has indicated that it will continue to evolve its platform, incorporating new technologies and partnerships to stay ahead of the curve.
For advertisers and agencies, the next checkpoint will be the 2025 Upfront season, where FOX is expected to unveil more details about the platform’s capabilities and performance. This event will provide a critical opportunity for industry players to assess the impact of OneFOX and determine how it fits into their broader media strategies.
As the advertising landscape continues to evolve, FOX’s initiative offers a glimpse into the future—a future where data, AI, and seamless integration across screens redefine how brands connect with audiences.
For more information about Fox Corporation’s advertising initiatives, visit FoxCorporation.com.
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