News Corp global ad exchange raises questions over publishers’ local joint effort

August 22, 2013 1:02

News Corp has announced a global programmatic ad exchange, in a move which raises questions about the future of a planned joint venture by Australia’s big online publishers to put their best inventory into a premium ad exchange.

The announcement of The News Corp Global Exchange will see the company allow advertisers to buy online advertising across its more than 50 online and mobile products, including mastheads such as The Wall Street Journal, The Times in London and The Australian.

However, the move has also raised questions about the Australian premium exchange, especially after News Corp’s global CEO Robert Thomson declared: “Third parties are no longer invited to the party.”

The announcement means following the launch of News’s advertising exchange third-party ad networks will be prevented from selling News’s advertising inventory.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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