Fox is not only no longer delivering next-day ratings to the media, it’s now trying to convince advertisers to leave that standard as well.

On Tuesday, Fox announced its new Audience Insights Manager (AIM) platform, “a suite of data-enhanced buying tools designed to aid advertisers in improving the effectiveness of their linear and nonlinear ad buys,” the company said.

“We’re committed to empowering advertisers to reach the audience that represents their very best prospects,” said Toby Byrne, president of ad sales for Fox Networks Group, in a statement. “Fox has never been afraid to be different and this is a bold step towards changing the conversation from efficiency to effectiveness. AIM enables brands to transcend traditional industry metrics to better target their audience and deliver their message.”

The move should help Fox more closely target consumers that advertisers want to reach with specific products, helping it better compete with digital content providers. Initially, the approach will not be used on Fox Broadcasting, with its limited supply of primetime hours of only 15 compared to the Big Three’s 22 hours of primetime per week. Fox-owned networks such as FX and FS1 do plan to offer the new approach to advertisers, which makes sense because those networks are more niche.

Fox also plans to offer advertisers a limited amount of so-called programmatic advertising, a system that sells ads in an automated way, on its smaller cable networks, reports Variety.

Rolling out AIM follows Fox Networks Group’s $200 million acquisition in 2014 of true[X], an engagement advertising company that specials in ad formats for on-demand media.

Brief Take: Competing in the digital world requires being able to offer what your competitors can.

READ MORE: Variety

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