Fox Corp. has partnered with Operative Media that will help Fox supervise all of the advertising inventory across its portfolio, a new sign of how media companies are evolving to track commercial buys across a wider array of different media types.

Fox will weave Operative’s cloud native sales technology platform across its portfolio of entertainment, sports and news properties. Doing so will let the company manage all advertising sales across linear, digital, and advanced audiences in a unified manner. The move will also allow for near-real-time ad creative substitution, automation of rate cards and ratings, optimization capabilities while enabling the convergence of assets across all content verticals and platforms.

Fox unveils the new technology as the industry prepares for its annual “upfront” sales session, when U.S. media companies work to sell the bulk of their commercial inventory ahead of their next cycle of programming.

“Operative’s AOS platform allows us to optimize and streamline our ad sales operations that will make it seamless for our clients to work across our portfolio,” said Marianne Gambelli, president of ad sales for Fox, in a prepared statement. “Our continuing goal is to provide a variety of solutions to our clients that help their businesses. The AOS platform allows for our advertising partners to extend their reach across our portfolio of products in a single solution, as well as leveraging our rich data sets in an easy and flexible way.”

Fox executives believe AOS will enable a variety of selling strategies supporting new currencies, deeper targeting and more flexibility.

“The new capabilities provided by Operative provide us with a modern platform that will underpin commercial offerings for clients across our linear and digital services,” said Paul Cheesbrough, chief technology officer and president of digital at Fox, in a statement. “The partnership with Operative, and the adaptability of their cloud-based platform, will help our sales teams lean into the future with new ways of working and brand-new advertising products for our valued client base”.