FOX Advertising, Mobian Partner to Advance AI-Driven Ad Intelligence

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FOX Advertising and Mobian have announced a strategic partnership that brings together two companies, committed to innovation in data-driven advertising, content optimisation and the democratisation of outcome-based measurement.  

It marks the continued development of FOX’s Converged Media Platform, powered by AdRise, which was announced in May.

Utilising Mobian’s AI-powered intelligence tools within OneFOX—where audience insight, contextual precision, and creative intelligence work in concert— to deliver smarter, more impactful advertising experiences across the entire FOX portfolio, beginning with FOX News Media.

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This includes:

• Unified Audience Insights: AI connects signals across streaming and digital endpoints for an end-to-end view of the consumer journey across the FOX portfolio.
• AI-Driven Activation: Real-time optimisation of ad placement based on contextual alignment and creative resonance.
• AI-Fueled Measurement: Moves beyond identity-based measurement with data signals to demonstrate performance without reliance on personal data.

Additionally, the technology allows for post-campaign intelligence that empowers brands’ reinvestment strategy, delivering a unified view into increasing ad efficacy.

“To start, we’ll launch this technology within our News ecosystem –– marketers naturally want to be assured their ads won’t appear next to content that doesn’t align with their brand,” said Stephano Kim, Chief Strategy and Operations Officer, FOX Advertising Sales.

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“Unfortunately, traditional technology is flawed and oftentimes mistakenly flags content that is completely brand safe.”

He continued, “Particularly in news, this unnecessarily prevents advertisers from reaching important consumers while jeopardising publishers from receiving funding to create content that provides audiences a vital connection to the world around them.”

“We look forward to partnering with Mobian and their state-of-the-art technology across platforms. Having Mobian as an independent partner across these environments is critical to giving advertisers the confidence they need.”

Jonah Goodhart, Co-Founder & CEO of Mobian, said, “Advertisers shouldn’t have to compromise between scale and precision. By pairing FOX’s reach with Mobian’s AI Personas and contextual intelligence, we’re creating a new level of confidence that every placement is both effective for brands and meaningful for audiences.”

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Mobian’s AI-powered platform is designed to move advertisers beyond legacy approaches, pairing creative and context in ways that deliver measurable outcomes across every screen where FOX engages audiences. Below are the building blocks 

Mobian is building to fuel the AI-driven capabilities, producing increased value to advertisers:

• Advanced Contextual Intelligence: Mobian’s AI evaluates both content and creative with nuance — detecting emotion, sentiment, and underlying themes — to ensure that messages resonate in the right environment and moment.
• Signal-Based Buying with AI Personas: AI Personas interpret behavioural sentiment and environmental signals to align advertisers with audiences more intelligently, offering a richer alternative to blunt demographic proxies.
• Platform-Agnostic Design: Built to work seamlessly across CTV, digital, and social platforms, Mobian ensures advertisers can reach audiences effectively wherever FOX content lives.

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