FOX, ITN partner on ad tech | Ad Tech | News | Rapid TV News
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FOX Television Stations (FTS) has partnered with ITN Holdings to license its ProVantageX (PVX) advertising technology platform, for both traditional and programmatic elements.

fox 16 feb 2018FTS comprises 28 stations in 17 markets and covers over 37% of US television homes. PVX will see use in enabling FTS to receive and respond 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 centralised source of automated audience estimates, generated instantaneously through algorithms across any combination of days, times or programmes.

“Today’s media buyers are constantly pressed to utilise quicker tools, access smarter data and deliver more strategic executions,” Joe Oulvey, EVP, Fox stations sales. “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.”

PVX eliminates much of the labour 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 centralised 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, EVP, platform development, ITN Holdings. “PVX enables buyers to prioritise their focus on business decisions that matter, exploring and executing scenarios directly with FOX Television Stations that will advance client goals.”