News Corp announced today plans to launch a global programmatic advertising exchange allowing marketers to collectively leverage the company’s
leading online and mobile products and rich first-party data for programmatic buying and real-time bidding. News Corp properties will discontinue any remaining arrangements with third-party ad networks.
The News Corp Global Exchange, which will roll out over the coming weeks, comprises more than 50 leading web sites and mobile products, reaching millions of highly engaged subscribers and users worldwide via WSJ.com, TheTimes.co.uk, NYPost.com, TheAustralian.com.au, News.com.au, MarketWatch.com, TheSun.co.uk and more, including BallBall, the recently launched mobile app and web site for exclusive European football highlights in Japan, Indonesia and Vietnam.
News Corp Chief Executive Robert Thomson said, “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.”
To support the private exchange, News Corp will be working with The Rubicon Project as its global sell-side platform. News Corp enjoys a strong direct relationship with its premier audience of affluent, engaged subscribers and users, while the exchange will allow advertisers to target a number of audience segments on a global scale via premium quality inventory and unique data.
Each business unit will continue to maintain their existing dedicated advertising sales teams in conjunction with the new programmatic exchange.