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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.


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.

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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.

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Amazon S3

Amazon Simple Storage Service (Amazon S3) is an object storage service offering industry-leading scalability, data availability, security, and performance.

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Amazon Rekognition

Amazon Rekognition offers pre-trained and customizable computer vision (CV) capabilities to extract information and insights from your images and videos.

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