News Corp has acquired London-based digital ad tech company Unruly.
The company sells video ad tech services that allow users to track and step up engagement. The deal is worth up to £114 million.
The deal is expected to be broken down into a cash payment of £56 million upon the acquisition closing, followed by a further payment of up to £56 million in "future consideration primarily related to payments contingent upon the achievement of certain performance objectives."
Robert Thomson, News Corp, CEO, said: "The acquisition will serve as a catalyst for our brands, helping to extend our expertise in the digital and mobile video area."
"Unruly complements our traditional editorial and commercial expertise with contemporary insight into how people read, watch, buy and sell in the digital era."
The idea behind the deal is for News Corp to better appeal to a younger demographic.
The Unruly founders, said: "We will continue to be headquartered in Shoreditch, where our Social Video Lab is housed and the company will continue to be led by the three of us.
"We’ll be retaining the Unruly brand, the Unruly values and the Unruly passion, operating as a separate business unit. We’re agile, we’re passionate, we’re disruptive — and that’s not about to change."
