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 replace all other
"arrangements" 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.
