On October 9, 2025, FOX Advertising unveiled a major strategic partnership with Mobian, a company renowned for its innovative approach to advertising technology. This collaboration is set to enhance FOX's Converged Media Platform, which is powered by AdRise and was initially announced in May. The partnership aims to leverage advanced AI capabilities to improve measurement and targeting in advertising, emphasizing a data-driven approach that benefits both advertisers and consumers.

2. Key Features of the Partnership

The new alliance will integrate Mobian's AI-driven intelligence tools into FOX's OneFOX platform. This integration promises to deliver smarter and more impactful advertising experiences across the entire FOX portfolio, starting with FOX News Media. Key features of this partnership include:

Unified Audience Insights: The partnership will utilize AI to connect signals across streaming and digital platforms, providing a comprehensive view of the consumer journey within the FOX ecosystem.

AI-Driven Activation: Advertisers will benefit from real-time optimization of ad placements based on contextual alignment and creative resonance, ensuring that advertisements reach the right audience at the right time.

AI-Fueled Measurement: By incorporating data signals, this approach moves beyond traditional identity-based metrics, allowing advertisers to demonstrate ad performance without relying on personal data.

The integration of these features will also facilitate post-campaign intelligence, empowering brands to refine their reinvestment strategies based on a unified view of ad efficacy.

3. Quotes from Leadership

Stephano Kim, Chief Strategy and Operations Officer at FOX Advertising Sales, emphasized the need for brand safety in advertising. He stated, "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." Kim pointed out the flaws in traditional technology, which often misidentifies safe content, thereby limiting advertisers' reach and publishers' funding.

Jonah Goodhart, Co-Founder and CEO of Mobian, echoed this sentiment, asserting that advertisers should not have to choose between scale and precision. He remarked, "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."

4. Advanced AI Capabilities

Mobian's AI-powered platform is designed to transcend traditional advertising methods by integrating creative content with contextual relevance. The partnership aims to enhance the following components:

Advanced Contextual Intelligence: Mobian's AI analyzes content and creative elements, discerning emotions, sentiments, and underlying themes to ensure that advertisements resonate appropriately with audiences.

Signal-Based Buying with AI Personas: The use of AI Personas enables a sophisticated interpretation of behavioral sentiments and environmental signals, offering advertisers a more nuanced approach to targeting audiences beyond conventional demographic metrics.

Platform-Agnostic Design: Mobian's technology is built to operate seamlessly across various platforms, including Connected TV (CTV), digital, and social media, ensuring that advertisers can effectively reach their target audiences wherever FOX content is available.

5. Conclusion

The partnership between FOX Advertising and Mobian marks a significant advancement in the advertising industry, aiming to enhance the effectiveness of ad placements while maintaining brand safety and consumer trust. By harnessing the power of AI, this collaboration is poised to redefine how advertisers engage with audiences, setting a new standard for outcome-based measurement in the dynamic landscape of digital advertising.

With this strategic alliance, FOX continues to demonstrate its commitment to innovation and leadership in the media landscape, providing advertisers with the tools they need to succeed in an increasingly complex market.

Original press release