Fox Stations Adopts New Ad Tech Platform

Fox Television Stations (FTS) will use ITN Holdings’ ProVantageX (PVX) platform, that offers state-of-the-art, end-to-end advertising technology platform for both traditional and programmatic business solutions.

FTS sayss PVX provides its buyers “with significant operational efficiencies, through optimization and automation, producing the time, tools, and analytics to architect larger, multi-level deals that drive advertising results.”

ProVantageX, FTS says, “advances functions and connectivity for buyers in an end-to-end platform, enabling FTS to receive and respond more quickly to requests, simplify transactions, coordinate schedule maintenance and streamline the workflows for agencies across all FTS stations and their sales representatives. Within PVX deal screens, buyers negotiate with FTS using a centralized source of automated audience estimates, generated instantaneously through algorithms across any combination of days, times or programs. 

FTS comprises 28 stations in 17 markets and covers over 37% of U.S. television homes. 

Joe Oulvey, EVP of Fox Stations Sales, said: “Today’s media buyers are constantly pressed to utilize quicker tools, access smarter data, and deliver more strategic executions. PVX delivers on those needs. The Fox stations will continue to lead our industry forward to embrace technological solutions that enable our clients to easily and effectively access our valuable audience and the powerful impact we deliver for advertisers.”

ITN says its platform “eliminates much of the labor involved between buyers and sellers in communicating, collecting information, building, transacting and then managing media buys, through the application of methods that link each step and automate workflows as directed by centralized management.”

“We developed PVX for the complete video-everywhere landscape, with a top priority at launch to provide the first platform that fully addresses all the intricacies of linear local and national television,” said Stephen Poulin, ITN’s EVP of platform development. “PVX enables buyers to prioritize their focus on business decisions that matter, exploring and executing scenarios directly with Fox Television Stations that will advance client goals.”