News Corp. Takes 6.91% of Ad Tech Firm Tremor

News Corp. acquired 6.91% of ad tech company Tremor International in a deal in which Tremor get Unruly, News Corp.’s programmatic video marketplace.

Tremor also agreed to spend about $40 million in advertising with News Corp.

The two companies have a three year deal during Tremor will sell video on News Corp. title in the U.K., U.S. and Australia.

“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,” said Robert Thomson, CEO of News Corp. “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.”

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.