Tremor International Acquires News Corp’s Unruly

Deal Benefits Tremor International, News Corp; Allows for Global Scale

LONDON/NEW YORK— January 6, 2020 — Tremor International Ltd (AIM: TRMR), a global leader in video advertising technologies, announces that it has reached an agreement with News Corp (“News Corp” (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV)), a global diversified media and information services company, to acquire Unruly, News Corp’s programmatic video marketplace.

The transaction is expected to be financially beneficial for both Tremor International and News Corp.  News Corp is receiving 6.91% of Tremor International stock, subject to an 18-month lock up period and to certain adjustments, along with a total minimum revenue guarantee for News Corp of GBP 30m for the partnership.

The deal marks the start of a three-year partnership with News Corp which will equip Tremor with the exclusive right to sell outstream video on more than 50 News Corp titles in the UK, US and Australia. Tremor International will also benefit from Unruly’s 2,000+ direct publisher integrations and unique demand relationships with the world’s biggest advertisers.

Rebekah Brooks, UK CEO and Norm Johnston, CEO at Unruly, are intended to join the Board of Directors of Tremor International in the near future.

“With this deal, Unruly and the relationship with News Corp bolster Tremor International’s supply side platform, giving us a global footprint and allowing us to more rapidly take our recently acquired RhythmOne offering to an international market,” said Ofer Druker, CEO of Tremor International. “Unruly’s positive brand awareness and the value it delivers to partners, including relationships with globally recognized media brands, will propel Tremor International’s business, particularly in the European and APAC markets where Tremor will run its business under the Unruly brand.”

Norm Johnston, CEO of Unruly said: “Unruly will benefit from Tremor’s wide range of formats, including advanced TV and In-App, as well as an analytics suite and yield optimisation tools. Together we’ll bring the power of emotions to video advertising to drive better results for advertisers, higher levels of engagement for consumers and more revenue for publishers. We are also grateful for the opportunity for Unruly to continue partnering with News Corp and its businesses around the world, with whom we have worked so closely and productively for years. And News Corp benefits from the transaction both financially and by having found a partner to take Unruly forward and drive digital outstream revenues.”

Robert Thomson, Chief Executive of News Corp, said, “The sale of Unruly marks an important step in our strategy of simplification at News Corp, while we expect it to yield ongoing financial benefits.  We look forward to partnering with Tremor and are grateful to Unruly and its truly talented team, who have helped our businesses in the U.K., US and Australia advance their digital advertising expertise.”

Tremor International maintains a strong hold in the advertising technology space worldwide, with the acquisition of RhythmOne earlier this year, and this latest acquisition will further position Tremor International as the industry’s most complete and comprehensive video advertising platform.

Alvarium served as financial adviser to Tremor International.

Advisors on the transaction for News Corp include Needham & Company, LLC.

About Tremor International

Tremor International Ltd is a global leader in advertising technologies. It has three core divisions: Tremor Video (brand advertising), RhythmOne (media) and Taptica (performance advertising).

Tremor Video helps advertisers deliver impactful brand stories across all screens through the power of creative video intelligence — innovative video technology combined with advanced audience data and captivating creative. Tremor Video is one of the largest and most innovative video advertising companies in North America, with offerings in CTV, in stream, in-app and private marketplaces.

RhythmOne drives real business outcomes in multiscreen advertising. Its highly ranked programmatic platform efficiently and effectively delivers performance, quality, and actionable data to demand and supply-focused clients and partners.

Tremor International Ltd is headquartered in Israel and maintains offices throughout the US and Canada, Asia-Pacific, Europe, India and Latin America, and is traded on the London Stock Exchange (AIM: TRMR).

Contacts

Propeller 

Jocelyn Wright +447760558427 – [email protected]

Louise Watson +447711802422 – [email protected]

Blast PR 

Brook Terran 805-570-3309 – [email protected]

Matt Caldecutt 917-698-0810 – [email protected]

About Unruly

Unruly wins minds and steals hearts through the power of a data-driven video marketplace. We use emotional data to deliver brand-safe awesome advertising to 1.2bn people.  Founded in 2006, Unruly was the first vendor to bring emotional intelligence to video advertising. Unruly is committed to raising standards in digital marketing and is a founding member of the WFA’s Global Alliance for Responsible Media. We’re connected to the world’s biggest DSPs and work with 95% of AdAge top 100 brands.

Contacts

[email protected]

About News Corp
News Corp (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV) is a global, diversified media and information services company focused on creating and distributing authoritative and engaging content and other products and services. The company comprises businesses across a range of media, including: news and information services, subscription video services in Australia, book publishing and digital real estate services. Headquartered in New York, News Corp operates primarily in the United States, Australia, and the United Kingdom, and its content and other products and services are distributed and consumed worldwide. More information is available at: http://www.newscorp.com.

Contacts
News Corp Investor Relations
Michael Florin
212-416-3363
[email protected]

News Corp Corporate Communications
Jim Kennedy
212-416-4064
[email protected]

News UK
Daisy Dunlop, Director of Corporate Affairs
020 77826074

For the next installment of our A-Z of adtech series we’re looking at digital identity.

Digital identity has underpinned programmatic and digital advertising for the last ten years. However it now feels like everybody is discussing it more than ever. Articles and stories dedicated to digital identity management seem to be appearing in the press on a weekly basis.

At Unruly’s latest Trust Talks event in London we asked a number of leading industry experts why digital identity has become popular again, where it’s headed, and what the terms means to them.

Nigel Gilbert, Chief Market Strategist at AppNexus EMEA A Xandr Company

Nigel Gilbert

It’s all about the timing. Programmatic has been around for ten years or so. We also understand from a targeting and performance perspective that digital identity is probably the easiest and most straightforward way to target. Therefore it’s what everybody jumped on.

Retargeting returns the best performance out of any other form of targeting that you can use programmatic for. So for that reason everybody wants to scale it and find an automated solution that can work for their business. For it to be automated it has to have scale otherwise it doesn’t compute. I think there’s possibly too much of a race towards automating identity at scale than there probably should be. I don’t believe there can be a global solution, and I don’t believe people should be looking for one.    

Morwenna Beales, VP at ID5

Morwenna Beales

Programmatic was initially always about scale and the open marketplace. We’ve seen that change with the emergence of new channels like video and mobile. But what underpins programmatic now is data, and what underpins data is digital identity. I think people are starting to realise that having a grip on digital identity is a real competitive advantage against walled gardens and the marketplace. I think that’s probably why we keep talking about it.

Matt Simpson, Joint CEO Investment at Omnicom

Matt Simpson

I think digital identity is all about the identification of the individual. I know identity has not always been that; it’s been about identifying devices or cookies and so forth. But we now talk to clients about knowing as much as we can about perspective customers and about existing customers.

The reason brands are so interested in digital identity is because they’ve spent so much money on it. They’ve bought the dream of digital identity before it’s really here. With the introduction of things like GDPR, they now have this huge known audience which is their customers. They also have this unknown audience which is mainly the cookies that people use in advertising. They’re desperate to tie those two things together to get the outcomes that have been promised to them for a number of years. So for us, it’s really about knowing their consumers and their perspective consumers, and being able to inform on not just digital activity but on everything they do.

Shane Shevlin, SVP Strategic Development at IPONWEB

Shane Shevlin

Digital identity is not the same as legal identity and that creates an issue. It’s a simple question of the walled garden advantage right now. As large publishers, tech companies, and ad networks create scaled audiences with deterministic data, that leaves a lot less for smaller companies and independent publishers. That’s a problem we need to solve both for agencies and for brands today.

I think increasingly the question of regulation and ownership of your digital identity, in addition to things like cross device tracking and attribution, are still problems that need to be solved for the ecosystem. That’s where we see ourselves at IPONWEB sitting, right at the core of those very complex engineering tasks that need to be solved.  

Paul Gubbins, Programmatic Lead at Unruly     

Paul Gubbins

I believe digital Identity will become the new battle ground, and those that own it will display little sympathy for those that don’t, as it increasingly becomes a USP to lock in media budgets. Device graphs will be trendy once again next year and the must have accessories as consumer time fragments even further from desktop, mobile web, app, OTT & increasingly the devices powered by the growing IoT’s infrastructure.

ID coalitions and joint ventures will come and go. Some will focus on building a more efficient cookie to increase match rates for buyers and sellers. Others will build a common probabilistic and screen agnostic ID that will help brands and agencies manage holistic reach, frequency and attribution across their myriad of programmatic media buys in the face of walled gardens and browsers restricting 3rd party cookies (Think ITP & beyond!).

There will be cries, asks and demands from both the buy and sell side for a common framework when it comes to digital identity. Who should own this will continue to be a moot point and one debated at great length on many panels in 2019. Should digital identity be a commodity or USP? Only time will tell!

Check out other posts in our A-Z of adtech series.

Making predictions is a tricky business, especially with a global audience in mind. William Gibson put it well when he said, “the future is here. It’s just not widely distributed yet.” But here goes anyway!

In 2015, marketers’ thoughts turned to ad blocking while consumers cooed over warm and fuzzy ads. But what can we expect from video advertising in 2016?

Here are a few predictions to kick off the new year. To see more of Unruly’s predictions here.

(more…)