Viacom and Fox look to stimulate TV ad targeting with a new licensing deal


The cable-network giant Viacom has inked a deal to license its proprietary data-fueled ad product, Viacom Vantage, to Fox.

Speaking to investors during the company’s third-quarter earnings call on Thursday, Viacom president and CEO Bob Bakish said Fox will use Vantage to help advertisers more precisely target viewers across its networks.

“This is a powerful validation of our leadership in the space, and as we work to secure additional licensing partnerships with publishers, we’re excited about the potential of this new business to accelerate the ecosystem and evolve into an incremental revenue stream,” Bakish said.

Source: FS – Advertising Blogs !
Viacom and Fox look to stimulate TV ad targeting with a new licensing deal