New York—News Corp. says it will launch a private programmatic ad exchange to automate the placement of ads within its media properties.
The News Corp. Global Exchange, which will replace the company's arrangements with third-party ad exchanges, will offer programmatic ad buying and real-time bidding for more than 50 company brands, including mobile apps and websites for The Wall Street Journal, New York Post, Sun, MarketWatch and Australian, the company said in a statement.
News Corp. will work with automated ad seller Rubicon Project, of which it is part owner, as its sell-side platform. The new in-house exchange, to be rolled out over the next few weeks, “will allow advertisers to target a number of audience segments on a global scale via premium quality inventory and unique data,” the company said.