It may not usually be considered amongst the leading internet nations, but Rupert Murdoch’s motherland is pushing ahead of the pack when it comes to the online ad sales techniques known as “programmatic”, says News Corp’s ad exec.

“Worldwide, there’s definitely a programmatic sensation,” the group’s ad marketplaces VP Charlie Weiss tells Beet.TV.  “Australia and the United States are really ramping up to be big-time programmatic players and really out-pace the growth of Europe and the rest of the world.”

Weiss says those in the UK market, where programmatic is also taking off and where News Corp has a strong foothold, view the method mostly for automating ad orders, but it can also be used to allow buys from types of advertisers which publishers did not previously deal with.