News Corp acquires video ad tech company Unruly

Rachael Micallef
By Rachael Micallef | 17 September 2015

News Corp Australia has acquired video ad tech company Unruly as it looks to boost its offering in the growing digital video advertising space.

Unruly has roughly 200 staff across 15 offices, including a recently opened Sydney branch, headed up by MD Lance Traore

News Corp Australia chief operating officer Peter Tonagh said the acquisition is part of News Corp's ramped up offering for Australian advertisers.

“The utilisation of Unruly’s technology will significantly increase our standing in the rapidly growing digital video advertising space,” Tonagh said.

“For our advertising and agency partners this means that over the next few months, News Corp Australia will begin to offer access to Unruly products through our sales teams.

“This means more premium video and mobile inventory than ever before, an even stronger content marketing offering and, ultimately, improved returns for our advertisers.”

Its range of products includes in-feed advertising, in-page advertising, skippable in-stream advertising and its Unruly ShareRank which is designed to predict the virality of videos.

Unruly recently unveiled a new ShareRank for the Australian market, skewed with insights from the local population.

“The utilisation of Unruly’s technology is the latest in a series of commercial digital innovations at News Corp Australia, following the recent launches of News Connect powered by Quantium, MBX and News Corp Studios,” Tonagh said.

“In a fragmented world of media, News Corp Australia is leading innovation in video, mobile, data and content integration. We are the number one company in delivering scale and certainty of audience, and our ability to source, create, distribute and amplify content is streets ahead of anyone else.”

In a statement, Unruly co-founders Scott Button, Matt Cooke and Sarah Woodsaid: "But in the words of the Double Rainbow dude, “What does this mean?” for Unruly."

"Well, we will continue to be headquartered in Shoreditch, where our Social Video Lab is housed and the company will continue to be led by the three of us.

"We’ll be retaining the Unruly brand, the Unruly values and the Unruly passion, operating as a separate business unit. We’re agile, we’re passionate, we’re disruptive – and that’s not about to change."

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