News Corp. Buys Ad Platform Unruly for $90 Million

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News Corp. has purchased video ad platform Unruly for $90 million in cash. The deal could also include up to an additional $86 million that is “contingent upon the achievement of certain performance objectives.”

“Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era,” said News Corp. CEO Robert Thomson, in a statement.

Scott Button and Sarah Wood, Unruly’s co-founders and co-CEOs, along with CTO Matt Cooke, will all remain with the company.