Video ad platform Unruly announced today it is being acquired by News Corp for a reported $90 million cash payment, with an additional $86 million contingent upon performance objectives.
In a statement announcing the acquisition, News Corp CEO Robert Thomson said UK-based Unruly will complement News Corp’s traditional editorial and commercial expertise with insight into how people read, watch, buy and sell in the digital era.
Unruly is a feisty and creative company with a start-up sensibility that fits perfectly with our own approach to developing businesses in the digital age. The acquisition will serve as a catalyst for our brands, helping to extend our expertise in the digital and mobile video area. Robert Thomson, News Corp CEO
Founded by Rupert Murdoch, News Corp owns a multitude of international media companies and internet properties, including Realtor.com in the US, Fox Sports in Australia, News America Marketing, HarperCollins Publishers and UK newspaper The Sun.
According to the announcement, Unruly will operate as a separate business unit from News Corp, with the video platform’s three co-founders — Scott Button, Sarah Wood and Matt Cooke — reporting to News Corp’s Chief Executive of News UK Rebekah Brooks.
“We look forward to working with one of Europe’s most highly regarded tech teams to create new premium video inventory for our News UK mastheads and other businesses,” said Brooks.
As part of the deal, Unruly’s video ad platform and suite of ad products will be made available to News Corps business units and its ad partners and agencies. The acquisition is scheduled to be completed by the end of September.
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