Today, News Corporation announced the acquisition of Unruly Holdings Limited, a leading social video advertising platform. With the acquisition of Unruly, News Corp will gain access to Unruly’s expertise in video distribution, unique advertising platform, and experienced technical team.
LUMA Partners represented Unruly in the transaction.
Over the last few years, publishers have increasingly focused on trends in video, native, and programmatic technology. As we discussed in our Brave New World presentation, incumbent publishers have seen new entrants successfully leverage technology to not only increase page views, but also drive increased CPMs. Since founding in 2006, Unruly has stayed at the forefront of these trends, building state-of-the-art technology for video ad distribution, native ad insertion, and content optimization. Through this technology, Unruly has attracted top tier advertisers, such as Dove and T-Mobile, who will now be able to benefit from News Corp’s premium content and distribution.
Congratulations to Unruly and News Corp!