The Fox Audience Network is working with Omnicom Media Group on an online ad targeting and buying platform called Living Segments, which the two hope will raise their respective profiles. Essentially, the platform is an extension of FAN’s existing network, which lets marketers bid on inventory according on to demographic segments. While FAN covers practically all of Fox’s online properties, its network is primarily made up of 700 publisher sites, the bulk of which are outside of its parent News Corp.’s orbit.
By aligning with Omnicom’s established brand, FAN hopes to be considered more attractive by unaffiliated sites and marketers. It also expects a relatively quick boost from OMG’s access to the holding company’s long list of media buying and planning accounts. In a statement, Adam Bain, FAN’s president, indicated that this alliance is a first step as the News Corp (NYSE: NWS). unit explores tie-ins with other major agencies.
For Omnicom, this deal is meant to further heighten its digital profile. Late last month, Omnicom, the largest of the big agency holding companies, formed Omnicom Digital, which is charged with managing the integration of digital functions across its various properties, as well as developing new technological tools and scouting acquisitions.