News Corp is keeping its content, and that of its new partner Tubi, out of the dodgy areas of the programmatic advertising world.
The media group last month announced an exclusive partnership with Tubi, Fox Corporation’s advertising-supported streaming service.
The collaboration, announced at D_Coded, the company’s annual digital marketing event for advertising, marketing and media executives, is the next step in News’ video strategy as the company expands its footprint in connected TV.
Joining forces with Tubi means the local sales team at News Corp Australia has for the first time access to the big screen in the living room.
“In the programmatic world, there's a very clear division between non guaranteed and guaranteed," Pippa Leary, managing director and publisher free news and lifestyle, told the Future of Television Advertising conference in Sydney.
“In the non guaranteed world, that's where we get your bad actors, lots of arbitrage, lots of shitty third party data, lots of last click attribution, lots of shady stuff.
“So News has made a very intentional decision to try and hold back as much of our inventory out of that world as possible
“I'm glad to sit here today and say less than 8% of our entire display inventory ends up over there.”
The partnership with Tubi is now less than a month old.
“If I'm sitting up here in a year's time and 50% of Tubi is ending up in the open exchange, I haven't done my job," she said. "I deserve to be fired."
Advertisers can get all the benefits of programmatic trading by coming direct to News.
"They get, wonderful first party content and get all the ease of transaction, all the good parts of programmatic without the shady shit parts," she said.
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