News Corp. announced the establishment of a programmatic digital media buying exchange in cooperation with The Rubicon Project. Third party online ad networks will not be able to access the new exchange. The move highlights the increasing efforts media properties are placing on having a more direct relationship with digital media buyers.
News Corp. is launching a global programmatic advertising exchange in partnership with The Rubicon Project,a SSP, called The News Corp Global Exchange. The News Corp Global Exchange will allow marketers “to leverage both the company’s online and mobile products and rich first-party data for programmatic buying and real-time bidding”, according to the company. The exchange will utilize The Rubicon Project’s platform and will replace all other “arrangements” that 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.
“Content aggregators would like to commodify our content, while data scrapers would like to aggregate our audience – the only way to reach the world’s greatest content and the most prestigious and lucrative audiences is directly through our digital properties,” says News Corp chief executive Robert Thomson. “Third parties are no longer invited to the party.”
IPG creates end-to-end Programmatic Buying Model
Other media and agency players are also establishing programmatic buying programs. IPG Mediabrands last week announced that after months of negotiations they have brought together a consortium of ‘like-minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model.
The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before.
“We estimate that about half of the annual media investments will be delivered via more automated channels by 2016. The good news is that our charter members were quick to sign on to develop a plan forward. Our goal is to ignite real change in the way media is transacted for the industry. I look forward to other industry leaders joining this consortium to help move the industry forward,” added Tim Spengler, Worldwide CEO, Magna Global.