Fox Corp. is integrating its programming portfolio into Operative Media’s cloud-native sales management platform, AOS.

This makes Fox the first multimedia company to move linear ad sales to a single cloud system, according to the companies.

The partnership — unveiled as the industry prepares for the annual upfront media buying round — will allow Fox to oversee client inventory across its portfolio and manage the full advertising sales lifecycle across linear, digital and advanced audiences in a unified way, within a single solution, they report.

It will also allow for accelerating Fox’s adoption of advanced capabilities such as near-real-time ad creative substitution, automation of rate cards and ratings, optimization and converging  assets across content verticals and platforms.

The AOS platform will let advertisers use Fox’s data sets easily and flexibly while reaching across its portfolio, President of Ad Sales Marianne Gambelli said in the announcement.

It will also enable use of new currencies and deeper targeting across Fox’s linear and digital properties, added Paul Cheesbrough, Fox’s CTO and president of digital.

Fox has reserved the afternoon of May 17 for a virtual upfront event this year, according to Deadline.