About us

Welcome to Unruly

Unruly is the video marketplace you can trust.

We use unique emotional data to help advertisers better engage global audiences on brand safe, premium sites and publishers better monetise their audiences, via UnrulyX. We don’t just reach people, we move people.

Unruly was founded in 2006 with a mission to transform advertising for the better. Our superpower is emotional testing and targeting via UnrulyEQ, which leverages over a decade of video data and almost 2.2 million viewer reactions to videos to provide deep analysis of metrics that matter, enabling us to deliver better targeting and higher campaign ROI at scale. There are now 350 Unrulies doing amazing things across more than 20 locations worldwide, backed by the might of News Corp, giving us unique access to owned and operated premium media and first-party data. We are also proud to have a diverse culture focused on allowing people to do what they do best and encouraging and celebrating diversity and wellbeing.

Life at Unruly


Norm Johnston


Brief History: I've been involved in digital marketing since its birth in the 1990s, when I joined the industry’s first digital agency, Modem Media. In 1997 I left the US to launch Modem Media UK, and after Modem was acquired by Publicis in 2007, I joined WPP and GroupM’s Mindshare as Global Chief Digital Officer. I joined Unruly as CEO in March 2018.

When I'm not working: I'm practising my Flemish, and trying to keep up with my kids!

We’re part of the News Corp family

What do you get when you cross a pioneering, fast-growth video ad tech company with a multinational, premium media owner? The video marketplace you can trust.

Unruly was founded in 2006 and acquired by News Corp in 2015. Being part of the News Corp family brings our clients priority, direct access to premium international and local media titles, as well as first-party data. Also, being part of News Corp, we understand the needs of a publisher first hand.

We are more than just a video marketplace you can trust. We are a global, premium, trusted media partner. We are Unruly.

We’re part of the News Corp family