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News Corp to launch global programmatic ad exchange

News Corp reveals its new plan to upgrade advertising following a new paywall launch.

The move comes just weeks after The Sun launched its new online site, Sun+, as part of its new focus on digital, joining other News Corp titles in installing a digital paywall. The new plan will see titles cutting out the use of third-party advertising networks that sell cheap online ad space.

The enterprise will be called the News Corp Global Exchange, and will give News Corp full control over its digital ad inventory on its many global titles.

It will aim to increase the value of advertising across all Rupert Murdoch's newspaper websites. A private digital exchange will be set up where the likes of The Sun and The Times in the UK, as well as 50 more global websites, will sell directly to advertisers.

The move comes as part of a strategy to provide quality to dedicated customers. The publisher is aiming to convince advertisers to pay more, as digital subscribers are considered much more loyal and valuable than those who visit free sites. There is also the possibility of gaining more information available as they have registered for access.

Robert Thomson, chief executive of News Corp, said: "The only way to reach the world's greatest content and the most prestigious and lucrative audiences is directly through our digital properties. Third parties are no longer invited to the party."

News Corp stated: "News Corp enjoys a strong direct relationship with its premier audience of affluent, engaged subscribers and users, while the exchange will allow advertisers to target a number of audience segments on a global scale via premium quality inventory and unique data."

Source: The Guardian

22/08/13

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