Mondelez Strikes Deal With Fox to Innovate Ad Model
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Mondelez has struck a deal with Fox to help innovate ad formats and work on reducing commercial clutter. The deal represents a material commitment by the maker of Oreos and Ritz crackers to establish a more consumer-friendly commercial experience in streaming video and video-on-demand.
As part of the pact, Mondelez will expand its use of TrueX, the ad-tech platform Fox acquired in 2014, to create a more engaging ad experience, collaborate with Fox to create new ad formats and help set the standard for what commercials will look like on VOD and streaming.
While Mondelez has been experimenting with TrueX’s engagement ads, which allow viewers to interact with one ad at the top of the program in order to then watch content sans commercials, this moves beyond the testing phase.
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