News Corp to launch global programmatic ad exchange
Rupert Murdoch's News Corp is to launch a global ad exchange letting advertisers buy across its online and mobile portfolios for brands including The Sun, The Times, and New York Post.
The media conglomerate will work with The Rubicon Project to power its global sell-side platform (SSP), selling ads across more than 50 websites and mobile products in a real-time bidding environment controlled by News Corps.
The move is aimed at cutting out third-party ad networks from accessing its inventory, according to News Corp CEO Robert Thomson.
“Content aggregators would like to commodify our content, while data scrapers would like to aggregate our audience – the only way to reach the world’s greatest content and the most prestigious and lucrative audiences is directly through our digital properties. Third parties are no longer invited to the party,” he said.
The News Corp Global Exchange, which will roll out in the coming weeks, will also sell ads across the online and mobile properties of Wall Street Journal, The Australian, Market Watch and BallBall, its newly launched mobile and website dedicated to exclusive European football highlights in Japan, Indonesia and Vietnam.
The move comes weeks after The Sun joined The Times in moving behind a paywall.