News Corp bets $10 million on digital advertising technology

News Corp has invested $10 million in AppNexus, an independent advertising technology firm, as part of an ongoing strategy to form partnerships with leading technology companies.

The software, which optimises the real-time sale and purchase of digital advertising, allows publishers to increase their advertisements reach and performance. Marketers and agencies are able to harness data and machine learning to deliver intelligent and customized campaigns.

The investment is part of the USA Company’s $US31 million investment round with new and existing strategic partners.

In establishing a partnership with AppNexus, News Corp businesses will have access to their full suite of products, several of which already make use of its platforms, including Dow Jones, News UK and News Corp Australia.

The announcement also strengthens AppNexus’ existing relationship with Unruly, a video advertising technology company that News Corp acquired in September 2015. Unruly will benefit from the reach of AppNexus’ video buying platform and will work with the company to grow the market for vertical video formats.

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