FOX Advertising Announces Strategic Partnership with Mobian Centered on Innovative, AI-Powered Measurement and Targeting Powerful New Technology to be Integrated into the OneFOX Converged Media Platform Powered by AdRise New York, NY - October 9, 2025 - Today, FOX Advertising and Mobian announced a strategic partnership that brings together two powerhouses, committed to innovation in data-driven advertising, content optimization and the democratization of outcome-based measurement. It marks the continued development of FOX's Converged Media Platform, powered by AdRise, which was announced in May.
Utilizing 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.
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 optimization 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. 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 jeopardizing 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.
Advertisers shouldn't have to compromise between scale and precision, said Jonah Goodhart, Co-Founder & CEO of Mobian. 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.
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 behavioral 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.
About Fox Corporation:
Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.
About Mobian:
Mobian, founded by the team behind Moat, is reimagining brand safety, contextual intelligence, and targeting for the modern advertising ecosystem. Leveraging advanced AI and LLMs, Mobian analyzes video, text, image, and audio content to surface nuanced insights into signals such as risk, sentiment, emotion, theme, tone, and genre. Mobian's product suite spanning contextual analysis, AI Personas, and creative intelligence enables stronger outcomes for advertisers, while supporting publishers in unlocking the full value of their inventory.
Media Contacts:
Kathy Kelly-Brown
FOX Ad Sales Communications
(917) 836-9375
kathy.kelly-brown@fox.com
For Mobian:
press@themobian.com
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FOX Advertising Announces Strategic Partnership with Mobian Centered on Innovative, AI-Powered Measurement and Targeting Powerful New Technology to be Integrated into the OneFOX Converged Media Platform Powered by AdRise New York, NY - October 9, 2025 - Today, FOX Advertising and Mobian announced a strategic partnership that brings together two powerhouses, committed to innovation in data-driven advertising, content optimization and the democratization of outcome-based measurement. It marks the continued development of FOX's Converged Media Platform, powered by AdRise, which was announced in May.
