News Corp. Announces Creation of Ad Exchange

News Corp. Announces Creation of Ad Exchange, Abandoning Outside ServicesNews Corp., publisher of the Wall Street Journal, the New York Post and other leading newspapers around the world, announced plans Wednesday to create a private exchange for selling ad space on its websites.

Effectively breaking ties with third-party networks, the 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.

“This opens a new opportunity for brands who still fear RTB and the risk of showing their ads on undesirable web pages,” Marc Poirier, Co-Founder and EVP of Business Development of Acquisio, tells MMW. “Now advertisers will be able to show their ads using RTB on News Corp properties – and nothing else.”

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.

“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.”