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.
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.
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