FOX Advertising and AI ad-tech firm Mobian have joined forces to bring a new level of intelligence to advertising across the FOX portfolio, starting with FOX News Media. The partnership aims to combine data-driven insights, contextual precision, and creative intelligence to deliver smarter, more effective ad experiences.
The collaboration builds on FOX’s Converged Media Platform, powered by AdRise, which was unveiled earlier this year. By integrating Mobian’s AI-powered tools into OneFOX, advertisers can now tap into unified audience insights, AI-driven activation, and measurement that doesn’t rely solely on personal data.
Smarter Ads with AI
- Unified Audience Insights: Mobian’s AI connects signals across streaming and digital endpoints, giving advertisers a complete view of consumer behavior across FOX.
- AI-Driven Activation: Ads are optimized in real-time, ensuring contextual alignment and creative resonance.
- Outcome-Based Measurement: Beyond identity-based metrics, the platform uses signal-driven analysis to demonstrate campaign performance while preserving privacy.
FOX says the technology also enables post-campaign intelligence, helping brands refine their reinvestment strategies and maximize ad effectiveness.
Stephano Kim, Chief Strategy and Operations Officer at FOX Advertising, explained the motivation behind the partnership: “Marketers want assurance that ads won’t appear next to content that misaligns with their brand. Traditional technology often flags content incorrectly, preventing advertisers from reaching key consumers and limiting publishers’ ability to fund essential content. Partnering with Mobian helps us solve that.”
Mobian CEO Jonah Goodhart added, “Advertisers shouldn’t have to compromise between scale and precision. Combining FOX’s reach with Mobian’s AI Personas and contextual intelligence ensures every placement is both effective for brands and meaningful for audiences.”
AI That Understands Context and Creativity
Mobian’s platform evaluates content and creative at a nuanced level, detecting emotion, sentiment, and themes to ensure messaging resonates in the right environment. Its Signal-Based Buying leverages AI Personas to interpret behavioral and environmental signals, offering smarter audience alignment than traditional demographic targeting.
Designed for platform-agnostic use, Mobian works seamlessly across CTV, digital, and social channels, enabling advertisers to engage audiences wherever FOX content appears.
The partnership reflects a growing trend in ad tech: moving away from cookie- and ID-based targeting toward AI-driven, outcome-focused advertising. By combining FOX’s media reach with Mobian’s advanced AI capabilities, advertisers get a rare mix of scale, precision, and measurable impact—without compromising brand safety or audience relevance.
