Fox Networks Group is turning to a familiar company to offer the option of engagement ads on Hulu for the first time. The company said today it is partnering with true[X], a subsidiary of 21st Century Fox, to power the technology that will allow viewers of the networks’ content to opt for a 30-second ad instead of 2 minutes and 30 seconds of traditional interruptive ads.

FNG said the engagement advertising technology is superior to traditional digital advertising because it’s 100% viewable, 100% bot-free, and guarantees the full attention of the viewer.

“It’s always great to be working with leading industry partners like Hulu that share our dedication to viewer experience,” said Joe Marchese, President, Advanced Advertising Products at Fox Networks Group and founder of true[X]. “Digital video is an on-demand, non-linear medium, and having an ad format that fits this experience is a win for advertisers, publishers, and viewers alike.”

Mega snack distributor Mondelēz International has committed to advertising its brands in FNG engagement units on Hulu at launch. Terms of the partnership were been disclosed.