After Identity, Context Can Power Ads: News Corp’s Layser

The traditional fabric of digital ad targeting, identity, is being ripped up thanks to major changes. What could replace it? Deprecation of third-party cookies poses a profound threat to the accepted norms of ad targeting. now Apple is also turning off its IDFA, an iOS user profiling technology, unless users turn it on. In this […]


Direct Relationships Keep Cookies Alive: News Corp’s Guenther

Are rumors of cookies’ death are greatly exaggerated? Over the last year, you could be forgiven for thinking that technology companies’ moves to kerb the historic browser tracking technology would kill off classical advertising practices: ITP 2.1 from Apple purges most first-party cookies after seven days and blocks all third-party cookies by default, rendering device fingerprinting […]


Publishers Need To Pool Readers’ Identities: News Corp’s Guenther

PHOENIX — News publishers need to come together to create a single method of storing user identities, according to News Corp’s programmatic ad sales chief. In the last two years, rival publishers in many several countries around the world have come together to form joint systems which aim to unify audience data in to holistic […]


News Corp’s Guenther Sees Publishers’ ‘Destiny’ In Flight To Quality

COLOGNE — The era when news publishers were happy to just adopt big ad-tech firms’ stacks is over. Now they want to control their tech and, with it, their own destiny. So says the man who runs programmatic ad-tech at one of the world’s biggest news publishers. “The key, the underlying thing across all this […]


News Corp’s Uses “Blackout” To Find Ad Fraud

PALM SPRINGS, Calif — It is one of the leading causes of contemporary digital ad fraud. But just how big is domain spoofing, and how damaging is it? When News UK, News Corp’s UK newspaper publishing arm, conducted a test in December, the results were shocking. Though it removed the inventory of its The Times […]


News Corp CTO Wants Balance And Lessons From Tech Platforms

News Corp’s new global technology chief wants to learn from big tech platforms, and to keep his brands publishing through social sites – but only if the deal stacks up. This month, he was confirmed in the role of chief technology officer after Paul Cheesbrough moved along to the same role at sister company 21st Century […]


News Corp.’s Guenther On Infrastructure Flexibility, Fake News And Viewability

HOLLYWOOD, Florida – While programmatic media buying continues to grow rapidly, publishers need to remain flexible with their infrastructure. It’s all about helping advertisers reach the audiences they want, says the SVP and Global Head of Programmatic for News Corp., Chris Guenther. “It’s just a means of servicing our clients,” Guenther says of programmatic in […]


News Corp’s Unruly Buy Is First Big Native Deal: Kawaja

News Corp is continuing its interest in buying in technology platforms to help it to its journalism and ad sales, following its acquisition of Storyful by buying the video marketing platform Unruly Media. What does the deal mean? Media banker and adviser Terence Kawaja, whose company LUMA Partners advised Unruly in the transaction, gave three talking points to […]


News Corp’s Storyful Unit in Content Deal with Starcom Media Group

Storyful, acquired by News Corp in 2013, has for several years been an authoritative tool for leading publishers to find and verifying consumer-generate and various forms of social content.  It has expanded its reach to the advertising world with an agreement with the the giant media agency Starcom MediaVest Group.  The alliance was announced last month. We […]


Quality Is Key For Branded Content: News Corp’s Chopra

Brands can win an audience for articles and videos they made, even in newspaper websites – if their material is worth consuming, according to a news group executive. Asked why users would consume content made by brands in vehicles designed to convey the news of the day, News Corp SVP and video head Rahul Chopra […]


Under News Corp, Storyful Put To Work On Brand Content

It may have started life as a tool for editors to validate user-generated content for editorial stories but, following its acquisition by News Corp, Storyful is also being set to work for advertisers’ commercial goals. “We saw a social radar,” News Corp. video SVP Rahul Chopra tells Beet.TV in this video, ” – tell us […]


Publishers Surfacing Native Video Ads in Rich Display, on Pages Outside the Pre-Roll

The idea drew John Oliver’s ridicule last week, but publishers who are growing increasingly comfortable with branded content production for text are looking next at servicing brands with video opportunities, according to a panel convened by Beet.TV.  These and other publishers are surfacing native advertising outside the pre-roll, in a variety of new, rich media, display units. […]


News Corp Sees Australia Out-Pace EU For Programmatic Growth

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 […]


News Service ‘Storyful,’ Acquired by News Corp, is Driving 100 Million Monthly Video Views for Clients

Storyful, the social news verification company that identifies UGC content for many top news organizations,  which was recently acquired by News Corp for  $25 million, is verifying videos for media partners including the New York Times, the BBC and many others which are serving 100 million monthly views cleared by Storyful, says Mark Little, the […]


Storyful, a Video News Service for UGC Creators, Acquired by News Corp

Storyful, the Dublin-based start-up that verifies and manages UGC news video for many major news organizations, has been sold to News Corp for $25 million, the company announced today.  Earlier this year we spoke with Storyful Executive Editor David Clinch about the business and it’s growing operations.  We are republishing that video today.  


Rubicon Powers News Corp’s Programmatic Ad Ambitions

Programmatic ad trading facilitator Rubicon Project is rising on growing interest among publishers like News Corp to sell ads using the technique on their own terms. Although some publishers believe the ad-selling model devalues their ad inventory, News Corp and The New York Times this year launched their own programmatic ad exchanges – the latter using DoubeClick […]