News Corp. this morning unveiled plans to launch a "global programmatic advertising exchange," which it says will enable marketers to "collectively leverage" News Corp.'s online and mobile properties, as well as its data, for programmatic buying and real-time bidding.
The exchange, dubbed The News Corp. Global Exchange, will utilize The Rubicon Project's platform, and will replace all other "arrangements" that News Corp. has with other third-party ad networks.
News Corp. said the exchange will roll out over the next few weeks and that it will include "more than
50 leading Web sites and mobile products," including WSJ.com, Times.co.uk, NYPost.com, TheAustralian.com.au, News.com.au, MarketWatch.com, TheSun.co.uk, as well as BallBall, the recently launched
mobile app and Web site for exclusive European football highlights in Japan, Indonesia and Vietnam.
The announcement comes just one day after Interpublic's Mediabrands unit unveiled the Magna Consortium -- including five major media giants (AOL, A&E Networks, Clear Channel, Cablevision and Tribune) -- agreeing to participate in programmatic media-buying.
"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," News Corp. CEO Robert Thomson said in a statement, adding: "Third parties are no longer invited to the party."
News Corp. said the exchange would also enable advertisers to target the audience segments of its media properties "on a global scale via premium quality inventory and unique data."