News Corp Plans To Unveil Global Programmatic Advertising Exchange
NEW YORK CITY (dpa-AFX) - News Corp (NWS, NWSA) announced that it plans to launch a global programmatic advertising exchange allowing marketers to collectively leverage the company's 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.
According to the company, 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, Times.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.
The company noted that that it will be working with the Rubicon Project as its global sell-side platform to support the private exchange.
The company said that 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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