News Corp sets up global ad exchange

News Corp, the owner of The Sun and The Wall Street Journal, is to launch a global ad exchange for advertisers wanting to buy online and mobile ads across its newspapers around the world.

News Corp: launches global ad exchange for advertisers
News Corp: launches global ad exchange for advertisers

Introduction of The News Corp Global Exchange means News Corp will stop selling any of its online inventory on third-party ad networks.

The company will retain its existing ad sales teams, but when it rolls out over the coming weeks, the ad exchange will provide an additional place to buy ads on websites including WSJ.com, Times.co.uk, NYPost.com, TheAustralian.com.au and News.com.au.

The ad exchange will also sell ads on the Asian football app and website BallBall, which was set up to offer its Barclays Premier League rights in Indonesia, Vietnam and Japan.

News Corp has partnered with The Rubicon Project as its global sell-side platform. Advertisers will be able to buy global campaigns targeted at audience segments using News Corp's subscriber data.

Robert Thomson, the chief executive of News Corp, 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."

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