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This deal doesn’t suggest “valuations are high for ad tech”, as this landscape’s spectrum for winners and losers is wide-ranging.

News Corp recently announced the sale of its video ad tech player “Unruly” to “Tremor”. The transaction is valued at nearly £15 million, and News Corp will receive about 7% of Tremor’s stock.

As a part of the deal, Tremor has guaranteed News Corp £30 million in revenue through the next three years. Furthermore, it will have exclusive rights to use New Corps titles to sell outstream video ads.

Norm Johnston, CEO of Unruly who will join Tremor’s board said that there will be “synergies” between Unruly and Tremor, along with scope to offer more scale, data and ad formats. At News Corp, Unruly wasn’t fully integrated into the parent company since its acquisition in 2015.

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