Tremor buys Unruly

The deal means News Corp will receive 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 £30m for the partnership.

It involves a three-year partnership with News Corp which will give Tremor exclusive rights 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 or more direct publisher integrations and relationships with advertisers. News Corp UK CEO, Rebekah Brooks, and Unruly’s CEO, Norm Johnston, will join Tremor’s board of directors.

Ofer Druker, CEO of Tremor International, said: “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.

“Unruly’s positive brand awareness and the value it delivers to partners, including relationships with globally recognised 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.”

Johnston added: “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.”

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.”