Ad-tech company Tremor International is acquiring programmatic video marketplace Unruly from News Corp.
News Corp will receive 6.91% of Tremor International stock, and a minimum revenue guarantee of 30 million British pounds.
The companies also announced the start of a three-year partnership in which Tremor will have exclusive rights to sell outstream video on more than 50 News Corp titles in the U.S., U.K. and Australia.
Tremor will also benefit from Unruly’s more than 2,000 direct publisher integrations and demand relationships with global advertisers.
The acquisition gives Tremor International's supply-side platform a global footprint and heightened presence in the European and APAC markets in particular, where it will run its business under the Unruly brand, said the company’s CEO, Ofer Druker.
“Unruly will benefit from Tremor’s wide range of formats, including advanced TV and in-app, as well as an analytics suite and yield optimization tools,” stated Unruly CEO Norm Johnston.
Johnston and News Corp U.K. CEO Rebekah Brooks will join Tremor International’s board “in the near future,” according to the announcement.
The deal gives News Corp an exit "from direct ownership of a loss-making technology business which has seen its valuation slump from the £115 million it paid to buy Unruly," noted Sky News. "It will, however, allow News Corp to retain its exposure to an important growth sector of the advertising market through its partial ownership of a much larger player."
Last February, Tremor (formerly Taptica International) acquired digital media company RhythmOne, which has a media exchange and partnerships with more than 4,000 publishers.