Video advertising technology specialist Tremor International is buying News Corp’s programmatic video marketplace, Unruly.
The deal is accompanied by a three year contract that gives Tremor exclusives right to sell outstream video on more than 50 News Corp titles in the UK, US and Australia.
News Corp will receive 6.91% of Tremor International stock, subject to an 18-month lock up period, along with a total minimum revenue guarantee for News Corp of £30 million from the partnership.
Unruly has over 2,000 direct publisher integrations and unique demand relationships with some of the world’s biggest advertisers.
“With this deal, Unruly and the relationship with News Corp bolster Tremor International’s supply side platform, giving us a global footprint and allowing us to more rapidly take our recently acquired RhythmOne offering to an international market,” said Ofer Druker, CEO of Tremor International.
Rebekah Brooks, UK CEO and Norm Johnston, CEO at Unruly, are intended to join the Board of Directors of Tremor International in the near future.
Norm Johnston, CEO of Unruly said: “Unruly will benefit from Tremor’s wide range of formats, including advanced TV and In-App, as well as an analytics suite and yield optimisation tools.”
For News Corp, the sale marks the latest stage in the simplification of its portfolio.