Tremor this week announced an agreement to acquire Unruly, the News Corp’s programmatic outstream video marketplace. News Corp is receiving 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 GBP 30m for the partnership.
Unruly has offices in London, Sydney, Tokyo, Singapore, and Hamburg.
According to Tremor, the deal marks the start of a three-year partnership with News Corp which will equip Tremor with the exclusive right to sell outstream video on over 50 News Corp titles in the UK, US and Australia.
Tremor says it will also benefit from Unruly’s 2,000+ direct publisher integrations and unique demand relationships with the world’s biggest advertisers.
Rebekah Brooks, UK CEO and Norm Johnston, CEO at Unruly, are intended to join the Board of Directors of Tremor International in the near future.
“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,” said Ofer Druker, CEO of Tremor International. “Unruly’s positive brand awareness and the value it delivers to partners, including relationships with globally recognized 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.”