With ad exchanges growing in prevalence and power around the world today, it comes as little surprise that News Corp. recently announced the creation of Ad ExchangeNews Corp.
News Corp., the publisher of such titanic media properties as the Wall Street Journal and the New York Post, is backing a new private exchange designed to sell ad space on its various digital media properties.
News Corp. confirms that its web properties will discontinue arrangements with all third-party ad networks.
The News Corp Global Exchange is presently composed of more than 50 leading web sites and mobile products, all of which combine to total millions of highly engaged subscribers and users worldwide.
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.
“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,” says News Corp Chief Executive Robert Thomson. “Third parties are no longer invited to the party.”