News Corp has made a major investment into digital advertising tech firm AppNexus, which just closed a US$31 million investment round.
AppNexus is a New York-based internet technology company that enables and optimises the real-time sale and purchase of digital advertising. Its platform enables publishers to maximise yield; and marketers and agencies to harness data and also machine learning to deliver intelligent and customised campaigns.
As part of the partnership with News Corp, AppNexus' full suite of technology products are being made available to News Corp's businesses including its real estate platforms, several of which already employ the AppNexus SSP and Yieldex Analytics, including Dow Jones, News UK, and News Corp Australia.
"As we grow digitally and globally, News Corp continues to form strategic partnerships with leading technology companies like AppNexus," said David Brinker, Senior Vice President, Head of Business & Corporate Development at News Corp.
"As individual businesses in our company started adopting AppNexus products into their technology stack, we gained further appreciation for their services. We are pleased to invest in AppNexus as we continue our partnership across our news, real estate and technology assets."
AppNexus will now work more closely with Unruly, a video advertising technology company that News Corp acquired in September 2015. Unruly and AppNexus will look to grow the market for vertical video formats.