Fox's O'Reilly

Fox News has tapped mobile advertising technology firm Third Screen Media to power the advertisements across its mobile property, replacing Fox's previously hard-coded advertisements, reports OnlineMediaDaily.

Fox will not, however, be joining Third Screen's ad network - all of its mobile ad space will be sold by Fox internal sales staff. Third Screen CMO Jeff Janer said keeping control of mobile ad space rather than joining a network has become something of a trend.

"This enables them to manage and forecast their ad inventory," said Janer. "From an operations standpoint, they know what they're dealing with, and from a sales standpoint, they know how to package it."

Third Screen's platform, dubbed MADX, supports mobile video, network-aware applications, mobile internet banner ads, and monthly messaging service ads, akin to email-embedded advertisements.