News Corp has today announced 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.
The move will also see News Corp discontinue any remaining arrangements with third-party ad networks.
The News Corp Global Exchange, due next early next month, comprises more than 50 leading web sites and mobile products, reaching millions of subscribers and users worldwide via TheTimes.co.uk, NYPost.com, TheAustralian.com.au, News.com.au and Sun+, amongst others.
“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,” said News Corp chief executive Robert Thomson.
“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.