News Corp.’s Private Exchange Digs a Moat Against Ad Tech Companies http://bit.ly/12pWWzi
News Corp. today became the latest big publisher to erect a fence around its newspaper web sites — including WSJ.com, TheTimes.co.uk, NYPost.com, TheAustralian.com.au, and MarketWatch.com — in hopes of pushing online ad rates higher.
The company announced today it is launching an a private ad exchange, News Corp. Global Exchange, that will only contain online ad inventory from those sites while locking out third-party ad networks and exchanges that had once re-sold ad inventory, often at lower prices.
"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. Third parties are no longer invited to the party," said News Corp. CEO Robert Thomson in a statement.
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