
FOX Enriches Its Marketing and Ad Insights Using AWS Data and ML Solutions
Learn how Fox used AWS services to enrich its media and advertising insights.
Overview
For global media company FOX Corporation (FOX), data and analytics are key to developing the next generation of commercial products, delivering engaging content to audiences, and maintaining brand safety for media advertisers. The company, which processes up to 30 million data points per second, wanted to build a unified data solution that would facilitate collaboration across its brands and with third-party partners—enriching its advertising and media insights and machine learning (ML) capabilities.

Opportunity | Benefits of Using AWS
As a result of building a unified data solution, FOX has enriched its media and advertising insights and laid the groundwork for ML. The company is also using the historical data that it has stored in the cloud for its game catch-up feature, which automatically identifies key moments from a live event and delivers a replay to fans. And it uses Amazon Rekognition for providing heads-up insights, such as player stats, to its sportscasters and production teams. “It’s the first time we’ve done that for soccer, and it’s a really exciting product that we have,” says Silver.
For its NFL market teams, FOX applies ML to provide near-real-time forecasts and insights about each matchup, which helps FOX understand interest and engagement and inform broadcast decisions in local markets. “You’ll actually see us improving the projections throughout the weeks leading up to the game,” says Silver.
FOX has taken a self-service approach to empowering its teams with data insights. It has set up controls to provide users with the appropriate level of access to its data lake and datasets, helping foster collaboration across business units to continue to deliver content that excites its audiences. “We’re aiming to automate these processes, and it takes time and money and effort,” says Silver. “We’re sure thankful for collaborators like AWS because they make it a little bit simpler for us.”

We’re aiming to automate these processes, and it takes time and money and effort. We’re sure thankful for collaborators like AWS because they make it a little bit simpler for us.”
Lindsay Silver
Senior Vice President of Data Platforms and Commercial Technology, FOX Corporation
Solution | Building a Data Lake on AWS
FOX built a data lake using Amazon Web Services (AWS) to store data for all its advertising events and the audience signals that it uses to improve campaign performance. The company uses Amazon Simple Storage Service (Amazon S3), an object storage service built to retrieve any amount of data from anywhere. To track audience pixels, the company uses AWS Lambda —a serverless, event-driven compute service—and Amazon Data Firehose, which reliably loads near-real-time streams into data lakes, warehouses, and analytics services.
In order to help its customers better understand brand suitability of shows, FOX built ATLAS, a solution that uses artificial intelligence to identify contextual ad opportunities by analyzing petabytes of media files, such as TV shows and movies, and providing near-real-time
metadata about them to advertisers. “In a world where context matters more than ever, ATLAS provides a new and precise level of insight and segmentation that will give buyers confidence when transacting with FOX,” says Lindsay Silver, senior vice president of data platforms and commercial technology at FOX. “By using AWS, all our videos are tagged
with context at a subminute level and in entities in all kinds of factors over about 150 attributes per point in time.”
Media Insights on AWS was used to accelerate the development of ATLAS for applying ML to its media workloads. It also uses Amazon Rekognition, a service that automates and lowers the cost of image recognition and video analysis with ML, to analyze its full media library and generate contextual data in ATLAS.
To further enrich its marketing analytics, FOX is exploring the use of AWS Clean Rooms, which help customers and their partners more easily and securely collaborate and analyze their collective datasets without sharing or copying one another’s underlying data. FOX anticipates that using AWS Clean Rooms across its brands will help it achieve audience activation and facilitate brand awareness and consistency.
About FOX
Headquartered in New York City, FOX Corporation produces and distributes news, sports, and entertainment programming through its brands, including FOX News, FOX Sports, the FOX Network, FOX Television Stations, and Tubi.
Check out the AWS re:Invent presentation Accelerating Innovation in Advertising and Marketing Technology for more information.
AWS Services Used
AWS Lambda
AWS Lambda is a serverless, event-driven compute service that lets you wrun code for virtually any type of application or backend service without provisioning or managing servers.
Learn more »
AWS Data Firehose
AWS Data Firehose is an extract, transform, and load (ETL) service that reliably captures, transforms, and delivers streaming data to data lakes, data stores, and analytics services.
Learn more »
Amazon S3
Amazon Simple Storage Service (Amazon S3) is an object storage service offering industry-leading scalability, data availability, security, and performance.
Learn more »
Amazon Rekognition
Amazon Rekognition offers pre-trained and customizable computer vision (CV) capabilities to extract information and insights from your images and videos.
Learn more »
More Media & Entertainment Customer Stories
Total results: 127
no items found
-
Spain
Taptap Digital Accelerates Customers’ Advertising Success with Generative AI Using AWS
Taptap Digital is an advertising technology company that leverages generative AI and machine learning on AWS to provide real-time predictive modeling capabilities. This enables their clients to achieve advertising success at scale by accurately targeting the right customers across multiple channels. AWS's high availability, global reach, and data protection tools are critical for Taptap Digital's operations, allowing them to process around 100,000 requests per second while maintaining compliance with data privacy regulations. -
Israel
Skai Cuts Hardware Needs by 50% and Improves Real-Time Insights with SingleStore on AWS
Skai, an omnichannel advertising platform for large enterprises and agencies, faced increasing costs, limited scalability, and complex maintenance with its on-premises infrastructure. The company adopted a cloud-based, multi-tenant architecture using AWS Partner SingleStore as its foundational database to accelerate query speeds, improve responsiveness, and deliver real-time insights. By migrating to AWS, Skai unlocked the agility needed to reduce hardware costs by 50 percent, improve system stability, and support faster client growth—which contributed to significant business growth over four years.
-
Asia Pacific
Canva on AWS
The graphic design platform Canva launched in Australia in 2013. It makes professional quality design accessible to over 80 million users in 190 countries via a simple-to-use user interface, templates, stock content, and drag-and-drop options. Canva builds on Amazon Web Services (AWS) to scale and deliver a consistent, personalized application experience for its millions of users, enhance enterprise security and compliance, and improve global collaboration. -
India
Gan.AI Enables Real-Time Creation of Personalized Videos to Drive Brand Engagement
Gan.AI reduces latency for custom video creation using multi-model endpoints on Amazon SageMaker, increasing customer stickiness and helping brands enrich marketing efforts.
Get Started
Organizations of all sizes across all industries are transforming their businesses and delivering on their missions every day using AWS. Contact our experts and start your own AWS journey today.